Businesses fret that new Gmail format spells the end of email marketing
Tuesday, August 20, 2013 11:17 AM
For Gmail users overwhelmed by inbox clutter, the great Gmail redesign of 2013 may have been just the thing, hiding promotional emails and social network updates behind tabs. The companies sending those promotional emails, on the other hand, are less than thrilled with the change, Bloomberg Businessweek reported.
Afraid that the "promotions" tab is functionally a black hole, a number of companies from Gilt Groupe Inc. to Groupon Inc. have been encouraging email contacts to route their messages back into their personal inbox, an easy step accomplished by simply dragging an email from the "promotions" tab and dropping it in the "primary" tab.
Other companies are more passively anxious. "We're definitely hearing about it from our members," says Artemis Berry, a vice president at Shop.org, the digital arm of the National Retail Federation.
The change may not be as bad as they fear. Yesmail, a marketing company that delivers about 40 billion emails a year for companies such as eBay Inc. and Hewlett-Packard Co., says the share of marketing emails that were opened, a metric that traditionally ranges from 0 to about 25 percent, has dropped by less than 1 percent.