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Nova funcionalidade do Gmail consiste em criar um filtro que distingue os
emails mais importantes com base na quantidade de vezes que o utilizador
abre o email de determinado domínio. Esta é apenas uma das
características da nova funcionalidade.
Google’s Priority Inbox innovation for Gmail has implications for email
marketing, say experts.
Priority Inbox, revealed yesterday (30 August) in Beta mode, is designed to
be “an experimental new way of taking on information overload in Gmail”,
according to Google.
The filter system offers users the option of splitting their in-box into
three sections: “Important and unread”, “Starred” and “Everything else”.
As a user's Gmail arrives, the system will flag up messages it regards as
important, based on factors such as an address the user frequently emails and
messages the user frequently opens. Users can contribute to the process by
marking conversations important or not important and Priority Inbox will “learn”
their preferences.
Elliot Ross, senior creative designer at e-Dialog London, says that email
marketers now have to consider how to get marketing emails into the priority
inbox, or even if the priority inbox is the best place for their marketing
communication.
"Bear in mind that whilst the user will check the priority email first, in
this folder they will be scanning things quickly and looking for things to act
upon. The users mind state once they come to read the regular inbox afterwards
may be easier to engage with for some marketers."
He says that users may prefer to take longer to read editorial-heavy
communications and marketers could add a “star this email to read it later” call
to action to the preheader.
He says: "The key to getting into the priority inbox is relevance. The user
is now actively teaching filters what they want to read, so every mailing should
be as useful and engaging as possible. This means segregating your lists,
following design and HTML best practice and cutting out irrelevant ‘blanket
blasts’ to everyone. It might even mean mailing people less sometimes."
Ben & Jerry’s recently stated that it was dropping email marketing to focus
on social media. The decision prompted strong debate about the value of email
marketing, including this defence from Richard Lees, chairman of dbg.
Fonte: mad.co.uk |
