What are Gmail tabs?
Gmail is rolling out tabs that organize your mail.
There are three default tabs: Primary, Social and Promotions (shown below).
If you haven’t already received this update on Gmail, it will likely come soon.
gmail tabs
Gmail now organizes your inbox in tabs, and places newsletters in the "Promotions" tab.
Your emails are likely going into the Promotions tab.
Tabs default “on” for all Gmail users unless your subscribers change this setting. If your subscribers don’t know how to change it, this is how they will be finding your emails.
At the time of this post, not all subscribers have tabs, but it is rolling out very quickly.
What are the marketing implications?
Gmail is becoming like Facebook.
If you use it, you use it by their rules.
I’m also concerned by the possibility that other email providers may follow Google’s lead.
This may be the beginning of the end of email as the one platform you can at least get delivery into.
With social media platforms such as Facebook, Twitter and LinkedIn, you can never be sure that your messages get in front of your audience.
Email has always been the one way that you could be certain of getting in front of your audience, assuming subscribers gave you permission to send them emails.
Will this change with Gmail tabs? I think so.
The updates in the Promotions tab reset each time you visit Gmail, meaning it is very easy for a Gmail user to never realize there is mail waiting in the Promotions tab.
Other email providers may follow suit. There could come a time when marketers will have to pay to play.
Send this video to your subscribers to ensure that they are aware of how to disable Gmail tabs so that they never miss an update from you.
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