Gmail's Promotions Tab Didn't Just Kill Email Marketing

Gmail's Promotions Tab Didn't Just Kill Email Marketing

Did Gmail just kill email marketing?

Short answer: No.
Longer answer: It's way too early to tell.
Even longer answer: Keep reading.

There's been a lot of chatter online ever since Google unveiled it's new "social," "promotions" and updates tabs for Gmail earlier this summer. Especially about the promotions tab. Emails that people often receive from businesses -- like promotions and special offers -- are now being filtered into the tab, which is separate from a user's primary email stream. 

Marketers Crying Foul

Since then, the web has errupted with marketers crying foul. In an amount of several hours, for instance, I've received about a half dozen emails -- from newsletters that I've subscribed to -- providing instructions on how to ensure their emails land in my "primary" tab. Some of those emails are referencing this "How to Disable Gmail Tabs" video from Michael Stelzner of Social Media Examiner. Others are just providing some steps to "deal" with Gmail's new tabbed inbox.

Of the change, Derek Halpern of Social Triggers wrote: "In a lot of cases, Gmail labels content-filled emails as 'Promotions.' That means, if you send content to your list (like I do), your content will be featured alongside spammy Promotional emails. Not only does this negatively affect your brand, but it also puts people are at risk of NOT getting your emails. The emails they signed up for. The emails they WANT."

Don't Panic. Take A Deep Breath

If you are legitimately worried about the recent Gmail changes, here is what I recommend:

1. Don't panic. Take a deep breath. Chug some water. Walk around the block.

2. Create a segment of your email list showing only subscribers with a Gmail address.

3. Run some reports to see what the historic open, click, and (most importantly) conversion rate is of your Gmail subscribers.

4. Run that same report but change the start date to May 29th, when Gmail first announced these changes. Keep in mind that the May 29th date was when it was announced. Gmail has slowly been rolling it out ever since. It would seem quite a few folks are getting it this week.

5. Finally, compare your historic metrics for Gmail subscribers (No. 3) to the new report (No. 4).

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