Gmail ISN'T Killing Email Marketing

41 replies
...it's only wounding it.

How Gmail’s New Inbox Is Affecting Open Rates | MailChimp Email Marketing Blog

Looks like the new Gmail inbox drops open rates about 7%. (from 13 to 12%)
#email #gmail #killing #marketing
  • Profile picture of the author linkwhizz
    It's not killing it flat dead but 7% is a relative figure.

    For some businesses 7% might be a handful of opens a day, for the next business that same 7% could represent several hundred or several thousand.

    My master list of buyers is around 58,000 and after doing demographic other tests on the subscribers, more than 60% of those are Gmails which I was pretty amazed at.

    The promotion tabs have had a noticeable effect on my email marketing and most people I talk to. So whilst I agree that it's certainly not killed email marketing, it's done enough damage to me that I'm actively trying to remedy the problem.
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  • Profile picture of the author TheCodex
    7% is A LOT.

    MailChimp is just trying to save face.
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    • Profile picture of the author curly sue
      Thats' only the beginning of the fall of internet marketing. Ordinary people don't open promotion mail. i would prefer if they let us make that choice instead of making it for us!!
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      • Profile picture of the author andreas3
        Originally Posted by curly sue View Post

        Thats' only the beginning of the fall of internet marketing. Ordinary people don't open promotion mail. i would prefer if they let us make that choice instead of making it for us!!
        If ordinary people didn't open promotion mail, nobody would spend money and time sending it!
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      • Profile picture of the author webbusineses
        Originally Posted by curly sue View Post

        Thats' only the beginning of the fall of internet marketing. Ordinary people don't open promotion mail. i would prefer if they let us make that choice instead of making it for us!!
        Overall internet marketing is a big thing, that includes social media marketing and organic searches as well. One can say it has affected one of the most powerful source of direct marketing called email marketing.
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  • Profile picture of the author pingsters
    Banned
    that's not good. My open rate is also decreasing day by day. I agree, gmail new feature decreased the over-all open rate.

    we need to do something!
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    • Profile picture of the author andreas3
      Originally Posted by joaquin112 View Post

      Adapt or die.
      Agreed. There are some great things people can do now (like building a relationship with their list) to minimize the damage... any other ideas?
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  • Profile picture of the author pdrs
    Personally I think it's great. I get so much junk from people I've bought products from on this forum alone that it's saved me a ton of time already.

    It's just another move to separate the wheat from the chaff and it's a doozy for sure.

    Email marketers (and I'm especially looking at you WSO sellers) - you better start providing some real value to your lists as opposed to hammering the latest WSO every few days.

    The old saying "out of sight, out of mind" really applies here.
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  • Profile picture of the author Don Grace
    I'm gonna put a message on my thank you page for gmail users to move my emails to the primary box so they get my stuff. After all, they optin for a reason so that will help make it easy for them.
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    • Profile picture of the author andreas3
      martbost -- please let us know your results!

      Originally Posted by Don Grace View Post

      I'm gonna put a message on my thank you page for gmail users to move my emails to the primary box so they get my stuff. After all, they optin for a reason so that will help make it easy for them.
      That's a really good idea... especially if you combine it with the "segment Gmail users" idea a few people have had... every email you send to Gmail users, include a note that they should "whitelist" your stuff! Do it right and you should see your open rates among Gmail users *increase* over time as more people whitelist your mails.

      Of course you better be sending really good emails to your list for them to do that.
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  • Profile picture of the author MKCookins
    I think as few people have mentioned before -- this will have very little effect on the people who build a real relationship with their list.

    As long as the people can still receive the emails, it is as simple as telling your future customers to look out for your messages in the promotion tab or spam box.

    If you give massive value to your customers, they will love you and still open your emails.
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  • Profile picture of the author Coby
    Just ask them to whitelist you
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  • Profile picture of the author Moneymaker2012
    You are right. It is all happening now. The whole new inbox system has ruin it all.
    Also want to mention that some of newsletter I subscribed now goes in my spam folder, they never did before. I guess something big is going to happen next.
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  • Profile picture of the author clever7
    These tabs are quite original. We have never had something like that before.

    This was a very strange idea.

    Google is abusing of its power, but covering its unfair attitude with excuses. Now we have to spend money to get the free traffic of the past.

    However, Google is legally covered. We don't have the right to complain because the rules are changing and everything is becoming too complicated.

    We have to keep getting adapted to the new conditions, find new solutions, and of course, spend more, which is Google’s purpose. Google is trying to make us spend money with adaptations and ads.

    We are always busy with a new update or another innovation. Everything is becoming problematic.






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  • Profile picture of the author nicholasb
    people are freaking out for no reason, my open rates have been the same since it came out.

    create content people love and you'll never have to worry.
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    • Profile picture of the author trapybp
      No matter what changes google or anyone else throws at us... The core concept remains that "content is king"... with that being said... provide value to your subscribers... when I opt in to something and I like the content provided... I will find the email and pull it out of spam... I usually see people tell you the email may end up in spam and to add them to your contacts to prevent it... so its the same... just say it might end up in promotions or spam... and they should add u... If you are giving them something of value, then they will do it problem solved...
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      • Originally Posted by trapybp View Post

        No matter what changes google or anyone else throws at us... The core concept remains that "content is king"... with that being said... provide value to your subscribers...
        That's all good and dandy, but if your emails are landing in the pseudo-spam "promotions" tab, how exactly are you going to provide value and build rapport with them if they're not seeing your emails to begin with?

        The whole point of this discussion is that, if I log-in to Gmail and see "There are 27 unread emails in your Promotions tab", I might as well say "aaahhhh whatever, I dont have time for that now", and mark them all as read. And that is 100% unrelated to whether you provide value or not, because before being able to provide value your users gotta actually SEE your email at all!

        I'm positive the new tab system will hurt open rates, regardless of whether your emails are awesome or not.
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      • Profile picture of the author JSProjects
        Originally Posted by trapybp View Post

        No matter what changes google or anyone else throws at us... The core concept remains that "content is king"... with that being said... provide value to your subscribers... when I opt in to something and I like the content provided... I will find the email and pull it out of spam... I usually see people tell you the email may end up in spam and to add them to your contacts to prevent it... so its the same... just say it might end up in promotions or spam... and they should add u... If you are giving them something of value, then they will do it problem solved...
        No. Not "problem solved." Most people are incredibly lazy. The promotions tab is just another unnecessary added step that plenty of people will ignore.

        It's a nice little feature. But it's something that should be totally optional from the get-go.
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  • Profile picture of the author webbusineses
    The new tabbed Gmail inbox is good for legit email marketers, those who have opt in email subscribers and sending permission based email messages while taking care of targeted customer's interest, they are going to get benefit from this filtration. If your promotion has something for the target audience, recipient will keep it save in promotion's tab until the recipient open it. So mainly it is about the inbox you target.
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    • Profile picture of the author mungoyonty
      So far in my email campaigns the very first message I send (from GetResponse) seems to be going to the promotions tab. To get round this, on my thank you for subscribing page, I simply put an instruction telling subscribers that if they use Gmail they might have to check their promotions tab.

      My open rates for this first email have not been affected at all. As mentioned above, people sign up for a reason, to get a free report, and that can only be got through the link in my first email, so simple instructions seem to be working fine.

      As for subsequent messages, so far they all seem to be going straight to the primary tab, so I've got nothing to worry about at all.

      I'm NOT in the IM/MOM niches by the way.
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  • Profile picture of the author tomerep
    I think its a matter of building a smooth relationship with your subcribers. They opted in for a reason so if they really intent to receive your emails, they should look for it no matter which email folder they hit. And I also suggest to leave a note to your subcribers about the recent gmail update. By that they will know where to check for your emails.
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  • Profile picture of the author Randall Magwood
    I just woke up today with some sales from Gmail users.
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    • Profile picture of the author John Marshall
      Educate your list to whitelabel you and move your emails to their main Gmail folder. The Thankyou Page is good for this. A very quick video explaining what they need to do would be even better.
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      • Profile picture of the author dpwilliams
        I think most people read email from their smartphone so I'm kind of thinking if they give you their main email address and not the spam one you will still be able to hit the inbox...
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  • Profile picture of the author maark
    Y u do this gmail?

    Srsly, I also have a drop in opening rate with this new gmail thingy. Looks like more adapting is in order.
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  • Profile picture of the author smodha
    Isn't the new Gmail Inbox effecting email open rates? I'm sure I read something at Moz about it.
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  • Profile picture of the author digitalsapien
    I think it's not the Gmail that's affecting your business. It's the way to deliver your content. I don't think there is something wrong with Gmail.
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  • Profile picture of the author Josh Monroe
    From what I can see, it hasn't really made much of a impact to me yet BUT (and it's a big but) from what I can see, the update hasn't been fully rolled out to all users yet?

    I mean, I just checked 10 of my Gmail accounts, only 4 have been "upgraded" to the tabbed inbox, so if that was the case for your subscribers of course the change wouldn't be noticeable UNTIL the update is rolled out completely.

    Maybe then we will see a (bigger) difference.
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  • Profile picture of the author Coby
    Now you can start taking advantage of segmentation...

    Find out who is and isn't opening your emails and adjust accordingly...

    Put Gmail users on a separate list, send to unopens, delete the inactive subscribers...

    Lots of stuff you can do and most people's list will have no more than 60% gmail users.

    Most folks get 20% or less email opens already...

    Now will be the time to start building smaller, more targeted lists by constantly monitoring, segmenting and culling subscribers.

    Of course you will have to provide value in some way if you want them to stick around - that is a given.

    Just my 2 cents.

    Cheers,
    Coby
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    • Profile picture of the author MissTerraK
      I don't know what all the hullabaloo is about. I love the changes Gmail made.

      The emails I look forward to are all in one spot and the ones not so much, easy to get rid of.

      Also, at the top of the promotions tab, they list the first several senders and I can spot what I was looking for without even having to open the tab to search and find out if I got one yet.

      Maybe it just lies in your perceptions, like whether the glass is half empty or half full.

      Terra
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  • Profile picture of the author TrumpiaTim
    Email marketing itself is declining, too much junk email and nowadays people are juggling 3-5 different email addresses.
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  • Profile picture of the author martbost
    I'm about to put it to the test on my next mailing. I have just finished segmenting my GMail users into a group so that I can test the responsiveness in AWeber and Interspire. I will post the results of my testing. Should be about 2,000+ emails that get evaluated tomorrow. As of two weeks ago, it was 4.8% on the open rate and 3.6% on the click through rate. Curious to see what the facts say now.
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  • Profile picture of the author jonzathe
    There will always be ways around google's rule updates.
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  • Profile picture of the author clever7
    Why are so many people trying to find something good in this modification? It was visibly bad for all internet marketers; unless they know how to make their messages arrive at the Primary tab.

    What really matters is not if you like your Gmail inbox or not, but if your subscribers will open your messages and read them now that they arrive at the Promotions tab.

    Unfortunately, most people consider promotions annoying attempts to make them spend money; so they don't open this tab unless they want to read something.

    If your subscribers are truly interested on your messages they will open them even if they will arrive at the Promotions tab, but if they are not really interested, they will totally disregard them now that Gmail gives them this alternative.

    In the past, even if your subscribers were not so interested on what you have to say, they would see your messages in front of their eyes, and perhaps open them (and perhaps become more interested).

    Now that they are hidden in the Promotions tab, your ‘not really interested’ subscribers will never open them, and never change their mind about what you have to offer.
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    • Profile picture of the author MissTerraK
      Originally Posted by clever7 View Post

      Why are so many people trying to find something good in this modification? It was visibly bad for all internet marketers; unless they know how to make their messages arrive at the Primary tab.

      What really matters is not if you like your Gmail inbox or not, but if your subscribers will open your messages and read them now that they arrive at the Promotions tab.

      Unfortunately, most people consider promotions annoying attempts to make them spend money; so they don't open this tab unless they want to read something.

      If your subscribers are truly interested on your messages they will open them even if they will arrive at the Promotions tab, but if they are not really interested, they will totally disregard them now that Gmail gives them this alternative.

      In the past, even if your subscribers were not so interested on what you have to say, they would see your messages in front of their eyes, and perhaps open them (and perhaps become more interested).

      Now that they are hidden in the Promotions tab, your 'not really interested' subscribers will never open them, and never change their mind about what you have to offer.
      Sounds like what you really have a problem with is the name "promotion" they put on the tab for mail that is sent in bulk.

      It is much better than "solicitation" or "advertisement" don't ya think?

      Terra
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      • Profile picture of the author clever7
        Originally Posted by MissTerraK View Post

        Sounds like what you really have a problem with is the name "promotion" they put on the tab for mail that is sent in bulk.

        It is much better than "solicitation" or "advertisement" don't ya think?

        Terra
        No, the problem is not so simple. You disregarded the essential:

        In the past, even if your subscribers were not so interested on what you have to say, they would see your messages before their eyes, and perhaps open them (and perhaps become more interested) but now you don't have any chance to have their attention because your messages arrive at the Promotions tab, which they may never open.

        You may conclude that if they are not really interested, they will never care about your words. However, how do you know?

        Perhaps if they would find your message as soon as they would open their inbox they would care about reading it and then, decide to pay more attention to your work.

        Now you lost this alternative.





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    • Profile picture of the author Jason_V
      Originally Posted by clever7 View Post

      Unfortunately, most people consider promotions annoying attempts to make them spend money; so they don't open this tab unless they want to read something.
      Then they weren't quality subscribers in the first place and/or your email marketing sucked.

      If you have people on your list that were merely "freebie" seekers, good riddance to them anyway.
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      • Profile picture of the author clever7
        Originally Posted by Jason_V View Post

        Then they weren't quality subscribers in the first place and/or your email marketing sucked.

        If you have people on your list that were merely "freebie" seekers, good riddance to them anyway.
        Perhaps you are right, but why should I lose the alternative to grab the attention of a subscriber who was not really interested on what I have to say?

        Perhaps an interesting subject line would encourage this disinterested reader to care more about my messages if he/she would find this message before his eyes in his Gmail inbox.

        I had the chance to have an offline store for many years, which was part of a series of stores my uncle had.

        In this store I learned that a good seller is the seller who manages to convince disinterested buyers to buy many products, and not the seller who manages to sell many products to interested buyers.

        Those who like your products will easily buy, but can you count only on your admirers?

        You have to constantly find new customers.








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  • Profile picture of the author Gary McCaffrey
    Mailchimps stats won't be too accurate, they're looking at the open rate differences before and after May 29th when gmail announced tabs.

    However tabs wasn't activated in my gmail account until 2 days ago, they're rolling it out in drabs and I'm sure millions of accounts still don't have tabs activated.

    I instantly deactivated tabs in my own account, I don't need any help missing emails, thanks gmail.
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