Last time we touched base on how Gmail and Google apps have enabled images as default on all emails and how that affects Email Marketing. Fresh off that change Gmail and Google apps are now testing a new promotions grid view for all email newsletters.
Here is a preview of how things are supposed to look:
Previously this is how the promotions tab looked like
Here is how the grid view looks like.
Its similar to the Pinterest grid layout.
Obviously as Marketers get their act together with this view, this will start to improve. With the last two emails, there are still some gaps with no images coming up.
Here is how Gmail announced the feature:
“Promotional mail has a lot of images, from pictures of snazzy new shoes to photos of that rock-climbing gym you’ve been wanting to try. But right now, those images are buried inside your messages—and with only subject lines to go on, it can be a challenge to quickly pick out the deals and offers that interest you most. To help you find what you’re looking for faster, you can now sign up for a new field trial for Gmail that lets you view the Promotions tab in a more visual way.”
How does this affect consumers
For consumers, this creates a very good option to quickly discard any emails that are not relevant to them. While previously you would either decide on the combination of provider + subject lines, you are more likely to decide based on sender+image now. As a consumer you will now at least get to see all the relevant promotional emails and make a quick decision.
How does this affect Email Marketers
There is no doubt that Gmail with the addition of Google Apps, plus Android penetration means it is one of the biggest email systems out there. (17% in total from Feb 2014 stats) and has doubled from end of last year. Any email list is bound to have a large number of users viewing emails in Gmail.
For marketers, now this provides a clear opportunity to start using images as their main attraction rather than the subject line. The more visual your email is, the higher chances of you generating engagement and conversion. Here are some tips on how to make use of this technology for your benefit:
Sign up for the field trial:
If you don’t have a Gmail account, sign one up and join the field trial by clicking on the link below.
Segment your lists into Gmail users
Segment your list based on Gmail users and what device they are using to access their emails.
Setup a Google Plus Page
Your main company image is pulled from you Google plus page so set this up and put a logo on your Google Plus page
Test your emails in the new view
Test all your email in the new grid view. Send out your existing or last email to your Gmail address and see how they look in the new grid view.
Set up new Templates
Set up new templates for the Gmail view. Here are the formatting requirements:
- Featured image (580px by 400 px)
- Company logo pulled from the Verified Google+ Page
- Sender name: 20 characters or less
- Subject: 75 characters or less
Set up separate reporting on Gmail to ensure that your opens and click are level or going up.