The document discusses Google's new tabbed inbox layout for Gmail and its impact. It notes newsletters may be sorted into the "Promotions" tab. The changes only affect the Gmail app and desktop versions, not Mailbox or iPhone. While one study found a small reduction in open rates, the document argues more data is needed and notes the importance of optimizing for mobile given its growing use. It recommends marketers adapt to the changes, educate subscribers, and focus on mobile-first design.

1. E R I C K U H N 1 9 . C O M

2. ALWAYS KNOW WHEN GOOGLE MAKES AN
UPDATE
E R I C K U H N 1 9 . C O M
Hint: It’s extremely important as an internet
entrepreneur or digital marketer.

3. WHAT ARE THESE NEW GMAIL TABS?
E R I C K U H N 1 9 . C O M

4. GOOGLE SAYS
E R I C K U H N 1 9 . C O M

5. WHAT TAB WILL MY COMPANIES NEWSLETTER
GO INTO?
Unfortunately, that witty, entertaining and extremely
insightful newsletter you sent out last week will be
going into the Promotions Tab.
E R I C K U H N 1 9 . C O M

6. BACK UP A SECOND
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When will Gmail users actually experience the “Tabs”?

7. THE GMAIL APP ON MOBILE
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8. GMAIL ON DESKTOP
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9. THAT’S NOT SO BAD. HOW ABOUT IPHONE AND
THAT NEW APP MAILBOX?
E R I C K U H N 1 9 . C O M

10. NO TABS ON MAILBOX OR IPHONE
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11. WHAT A RELIEF!
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12. WHAT'S MAILCHIMP THINK OF ALL THIS?
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13. E R I C K U H N 1 9 . C O M
13% VS 12.5% OPEN RATE FOR THE NEW
TABBED INBOX

14. I THOUGHT YOU SAID GMAIL TABS
AREN'T THAT BAD??
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15. LET ME EXPLAIN
• MailChimp didn’t isolate which browser your Gmail was being accessed from.
We need more information from that study to make a definitive conclusion.
• Not every Gmail user is checking email in their browser or the Gmail app.
• *Comscore estimates that 1/3 minutes online is spent on Mobile
• If your emails are not properly optimized for mobile, then this conversation
really doesn’t matter!
*http://www.comscore.com/Insights/Presentations_and_Whitepapers/2013/2013_Mobile_Future_in_Focus
E R I C K U H N 1 9 . C O M

16. OF THOSE MOBILE MINUTES, EMAIL IS A MAJOR
ACTIVITY
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17. IF YOUR MESSAGE TO SUBSCRIBERS IS
VALUABLE
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THEN EDUCATE THEM ON HOW THE TABS WORK

18. MAILCHIMP EXPLAINS HOW
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19. THE GMAIL TABS AREN’T THAT BAD
• Adapt
• Educate
• Mobile First
E R I C K U H N 1 9 . C O M
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