The Gmail promotions tab - love it or hate it, but it's not going anywhere. And if recent developments are anything to go by, email marketers are going to need to pay close attention to how it evolves. Have you seen the way that some emails are featured at the top of the tab, with an image? In this blog, I'll show you how you it's done and how you can apply it to your next email campaign.
Today I want to share with you, how the Gmail promotions tab has recently changed, what it means for email marketers and how you can take advantage. Here we go!
What is it?
Gmail recently introduced an update to their mobile app that changes the way that emails appear in the promotions tab. Historically, they've appeared chronologically. Until today...
As of today, Gmail have made a massive change, which means that the order in which the first few message appear in the promotions tab is significantly different. Gmail now shows the most relevant (I'll come on to that in a minute), message at the top, with a featured image.
Here's how it looks:
How does it work?
Gmail uses machine learning to decide what emails are most relevant to show at the top of the promotions tab. This is tailored in realtime for each individual. So, it doesn't matter when you sent your campaign - it will only appear in this feature area if it is relevant. This means that engagement metrics such as open rate, dwell time and click rate are likely to factor in what Gmail decides to show first.
How to set it up
Getting your email campaign in shape to be featured in the promotions tab is actually pretty easy, thanks for our friends over at Litmus. They've built this handy tool that takes care of the whole process, providing you with the code snippet to insert into your email's HTML. How long does it take? Well, we set it up for Enchant's email marketing and it took less than five minutes. It's that simple!
Update - Feb 7th, 2019
The Enchant team recently noticed that the promotions tab has again been updated. The top picks are still appearing, but now without the featured image. Here's what the Gmail promotions tab looks like today:
This shows just how quickly Gmail are experimenting and developing the way that they show email marketing messages. So, what does this mean? Well, all of us email marketers will need to keep our finger on the pulse, to quickly spot and adapt to change. As always, Enchant will be on-hand to share any changes we are informed about.
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Enchant is a leading UK digital marketing agency, based in London. Specialising in email marketing, CRM and inbound marketing. We enable brands to realise their potential, illuminating the challenges, opportunities and enabling massive transformation. If you need help increasing the impact of your email marketing strategy and campaigns get in touch with our email marketing consultants and see how we can collaborate.