Gmail's new tabs and their impact on brand subscriptions and promotions

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At the end of May, Gmail's inbox underwent a radical change, dividing messages into three different categories, one of which was dedicated exclusively to promotions. This was a setback for brands, who could see their CTR plummet for these recipients.

A new report developed by StrongView reveals that 54% of Gmail users have no impact on this measure. The implementation of tabs does not affect the time they spend checking promotions sent by the brands they subscribe to. However, 40% do acknowledge that, since promotional mailings are separated from the messages they receive from their contacts, they pay less attention to this type of promotional content.

This situation affects young people to a lesser extent, as they show more interest in checking all the emails that arrive in their inbox. StrongView indicates that young people between 18 and 24 years old are 50% more willing to browse through the new tabs enabled by Gmail. While in the case of the general population, this percentage drops to 37%. 13% of these young people also check these tabs more than 3 times a day; 5% more than the general average (8%).

Another fact to bear in mind is that only 56% of users confirm that they use the new Gmail interface, so a significant number of users maintain the traditional service. Of these, 73% have not configured the 1st name last name malaysia default options, so it is Google who is responsible for establishing which emails are included in each folder. 75% say that Gmail classifies the content correctly.

How does this new situation affect brands?

There has been much speculation about the effectiveness of email marketing actions on Gmail addresses, but it seems that they can rest easy. 88% of those surveyed say that with this change they have not missed any messages. In the case of young people aged 18 to 34, 100% said that they receive all emails from their brands correctly.

What device do you prefer to use to check your email?

The computer remains the main access route for users. 58.6% said they check their inbox preferably from their computer, while 34.6% use their smartphone. The use of tablets for this purpose is still not very widespread. Only 11.3% use them for this purpose.

The data shows that brands do not have to fear for the effectiveness of their mailings. It is true that, with these changes, it is now the customers who review this type of content on their own initiative. Therefore, it is worth making an effort and offering interesting proposals, so that customers are aware of these new developments.