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Google Launches New Gmail Tabs – The Fallout Report

exclusive-tech-bA couple of months ago, Gmail launched a brand new tabbing system for inboxes, sending users and marketers into a veritable frenzy. The new tabs aim to organize your inbox into three core sections: Inbox, Social, and Promotions.

Your default inbox will mostly contain personal or business-related emails that are likely from people you know directly. Social contains blasts from social networks, like LinkedIn connection requests and Facebook mentions, as well as news from any social tools you subscribe to. Promotions is pretty self-explanatory – this ought to contain consumer-focused newsletters, discounts, and related marketing materials.

It’s obvious why marketers would specifically be worried – will their meticulously crafted newsletters be sent into utter obscurity, now that users must click one more section to read them?

The answer is simple: there’s nothing to panic about. If you already create quality content that your audience wants to read, they will still get your blasts. If you’ve been sending meaningless drivel, however, you’ll still be ignored or marked as spam.

See? The sky isn’t falling. Here’s proof.

Users are Still in Charge

The new tabs are simply a way to keep our oft-cluttered inboxes much more organized. Some, however, are erroneously touting that Google is getting bossy.

Take the team of customer support experts HelpScout. In a recent article about the new tabs, they had this to say:

“The premise behind these changes is sound, but there’s a major concern to be addressed: Google is now organizing your inbox for you, and it can be argued that they are filtering messages without your consent.”

Without my consent? That’s a bit dramatic. The truth is, Gmail users still have full control over their inboxes. Google now attempts to organize things into folders, but we all have a very easy way to override the filtering. Nothing is etched in stone.

See an email in your Promotions tab that you feel belongs in your default inbox? Simply drag it from promotions onto the Inbox tab, and wahlah, it’s official. At that time, Gmail will ask if you’d like to move all emails from that sender into your inbox – if you click yes, it’s a done deal (until, of course, you move it elsewhere.)

Google hasn’t become the email police. They just decided to respond to the bazillions of users complaining inboxes were too crammed and messy.

Now, the real question is, are the new tabs preventing folks from reading newsletters? Let’s investigate.

How the Tabs Affect Online Marketers

We will first tackle this from a user perspective. The verdict’s still out about whether or not this will decrease readership of marketing-centric emails, but regarding those that are actually appreciated by consumers, they will still get read.

The Promotions and Social tabs illuminate nicely when new email lands in either one, and it’s incredibly simple to click over and see what’s landed. If you, as a marketer or business owner, have worked hard crafting worthwhile emails that users have voraciously consumed in the past, expect that to continue now. Organization is not a barrier to entry.

Most people already organized their email consumption; meaning that when one has free time, one dives into the promotional type emails, and responds accordingly. Nothing dramatic will change with the new tabs, except that perhaps you can’t get away with sending bad content anymore. Those days have been numbered for some time anyway.

The concerning part of all of this, however, lies in the additional way Google is using the Promotions tab. They are now sending unsolicited advertisements through this tab, thinly veiled as promotional emails. It’s easy enough to spot them – they have an “ad” label – but it still smacks of a sneaky way to shove more ads at us. Still, that’s how they make money – and since they’re only doing it in the promotions area, it’s not so heinous.

Don’t Believe the Negative Hype

Since the tabs were released, the internet has been teeming with angry marketers making extremely dramatic claims. Many quote a recent MailChimp survey that tracked early statistics on newsletters, and they did show a slight decrease in readership. But please don’t jump to conclusions like the masses, as this survey did not capture a huge majority of Gmail users that just recently enabled tabs. In other words, it was a premature survey with limited reach. Nothing to bet the farm on.

So what should you do? First, don’t panic. There’s no data supporting the negativity and fears, so hang in there. Next, follow the steps below to ensure you’re creating content your users want.

How to Weather the Gmail Tab Storm

Be proactive in your approach now that the tabs have launched; let them motivate you to create better marketing materials. Here are some top tips:

  • In your next communication (and all future blasts), ask your users to move your content to their primary inbox, and link to easy instructions that tells them how (either through the drag/drop process or reverting back to the Classic view.)
  • Study exactly how Gmail is filtering all communications, and take steps to prevent your other sends from landing outside the primary tab.
  • Concentrate your communications on valuable information in your niche or industry, and not so heavily on your own company promotions. In other words, create content people actually want to read, and you seriously have nothing to worry about.

Why Marketers Should Embrace the Tabs

There is a big upside to these new tabs that few are discussing. These changes may even increase the readership of newsletters overall. Think that’s crazy talk?

Consider it this way – in the old model, all emails were crammed into a single view, with little rhyme or reason. That means your company newsletter had to compete with an email from mom, from various critical business partners, or from little Tommy who just learned to write. You aren’t going to win that battle for attention.

But you may very well earn the click-through when you’re sitting next to other, less interesting promotional sends. If a user clicks the Promotions tab, they know exactly what to expect – you have their attention. It is therefore up to you to not lose it in those critical moments.

See, it is possible that Gmail’s new system is a win-win. I challenge you to view this as a glass half-full scenario and see what the data tells us in the near future!

Have you seen any tangible results from the new tabs yet with your email sends? Positive or negative – we’d love to hear about it in the Comments section!


Digital producer, game designer, Internet marketer and staff writer for SiteProNews, one of the Web’s foremost webmaster and tech news blogs, Tina Courtney-Brown has been shaping online businesses since 1996. She’s produced and marketed innovative content for major players like Disney, as well as boutique startups galore, with fortes including social media, SEO, massively multiplayer games, social networks and project management. Tina is also a certified Reiki practitioner, herbalist, nonprofit director and true cooking diva. Learn more at her personal website, or find her on Facebook and Google+.

About the author

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Tina Courtney

Conscious online marketer, web executive, and multi-faceted writer Tina Courtney has been creating and fostering online innovations since 1996. Tina has assisted many clients in maximizing online production and marketing efforts, and is a staff writer for SiteProNews, one of the Web’s foremost webmaster and tech news blogs. She’s produced and marketed innovative content for major players like Disney and JDate, as well as boutique startups galore, with fortes including social media, SEO, influencer marketing, community management, lead generation, and project management. Tina is also a certified Reiki practitioner, herbalist, and accomplished life coach.  Learn more on LinkedIn, Facebook and Google+. Visit My Google+ Profile

18 Comments

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  • I agree, this is definitely a great innovation by Google. i also feel that every message going directly into the inbox was making it difficult to differentiate the useful and the not so useful messages.

  • its really good future great work by google now a days google is surprising peoples with new updates.

  • Google actually put my NSTAR gas bill in “Promotions” so I don’t trust them to handle actual promotional emails! I appreciate that they are trying to make things “easier” for their users but it always ends up more complicated than it needs to be. Just let me label my own emails!

  • it looked like it would be good, but seeing an email arrive on the notifier sidebar app, going into the inbox and not seeing any emails, then realising it’s in the promotions tab, and then having to click across to the promotions tab to delete it… madness when you can just set basically the same filters up to auto-archive stuff.

  • The new tab look is very nice, it automatically categorized our emails, that is really helpful, because we get so many unwanted emails daily and we don’t have time to unsubscribe to them, now its very easy to find the important mail, and we don’t have to see unwanted e-mails.

  • Personally, I would say this shouldn’t be a worry. I can now ignore the billions of SEO emails I get and the only reason I will check that tab is to make sure nothing important is sent by mistake. It certainly won’t make me look any harder at the emails attempting to sell me web services. It could also be a danger in that I am also more likely now to ignore the social emails though that would do me harm so I may well be dragging those back.

    It’s quite amusing too that an SEO company should post its happiness at stopping unwanted emails !!

  • This tab system in Google is very helpful for general users and marketers as well. Primary, Social and Promotions are all categorized by filters and it is now easier for us to go through the important email first and then we can read or respond to the social and promotional emails.

    But I think there is a technical problem in this tabbing system. When a new email comes to your social or promotional tab it notifies you, but once you click on that tab the notice is gone even if you did not open that new email. So there is a chance to miss some social or promotional emails.

    It would be better if Google did a counter notification where it always shows the unopened new emails on those social and promotional tabs even if you clicked on them.
    And as usual this is another valuable and informative article you shared with us Tina. Thanks for educating us on this.

  • Another factor to take into consideration as to how the new tabs affect marketing emails is whether or not account users have their emails directly downloaded to their own computer.

    I have a gmail account and hardly ever log into it via google. All of my emails are sent straight to my computer, SPAM and all, and I filter it from there.

    It would be hard to tell which of your subscribers do or don’t use this method.

  • I not only welcome this! In fact, I appreciate this update for GMail as a list owner of 30,000 subscribers for two reasons.

    1. I expect my readership will improve as I do not pump in junk.

    2. I can increase my social network activities as MOST of them now will surely land up in the “Social Tab” giving more “specific exposure”

    Courteously — S. Kumar

  • Yeah, this one is very nice, convenient and google keeps on rolling out.

  • Nice article, as it takes the marketer’s point of view. There are enough articles out there criticizing Google for abusing the GMail inbox for spam delivery.

    I instantly disabled the tabbing feature, without thinking. I do not need another way to organize my emails. There are too many ways available already. It’s getting messy and defeating the purpose.

    Tina, it’s voilà and not wahlah. You should Google wahlah and read some of the first page search results.

  • I did not like the new tabs at first but now I love them, as an online retailer I am bombarded with mails from suppliers and SEO experts, I just delete all mails from both tabs without looking at them.

    I have yourselves and a couple of other blogs that I read regularly going to an old email address.

    I did not realise I could drag mails over to the tabs as a lot of ignored junk is still coming into my primary email.

    As a business owner I do not need pages and pages of rubbish sent to me so maybe some decent bloggers will miss out but hopefully only relevant content will get through

    silverbling.ie

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