Dear Retailers, put the Gmail Promotions tab to work for you

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Retailers are up in arms about Google’s latest implementation of the dreaded Gmail Promotions tab. But this pre-classification does not mean retailers emails are sent to promotion purgatory. In actuality, when email strategies are well thought out, this can work strongly in their favor.


Here’s how:

Remind your customers how awesome your emails are

These people signed up with you for a reason. Keep giving it to them. Remind them that they will be missing out on great stuff that way they will want to look for you, regardless of where Google classifies you. But relevance is key. If your content isn’t great for them, why would they want to look for you to begin with? Make every email count.

Inform and engage

New opt-ins? Let them know right up front how to move your emails to the Primary tab. Existing contacts? Same. So many top retailers are doing it now it is becoming expected. Make it easy for them and present them the choice. By making the conscious decision about where to classify you they will actually be even more aware.

Since when is breaking from the clutter a bad thing?

Being in the Promotions Tab can be beneficial in overcoming the clutter chaos of being one among every other type of email imaginable. Just keep in mind that while the number of emails you are competing with for that open and click through rate may be lower, you will be among tighter competition for the attention of promotion seekers. Again, relevance is the key – we can’t say it enough. People may be more inclined to unsubscribe when they see the myriad of subscriptions they have.

In our opinion, email is far from dead. Recent research from eMarketer demonstrated that email performance has not decreased in the last years. The study also concluded that the use of automation and targeted emails lead to drastically increases in performance.

Furthermore and according to a study by Forrester Research and Shop.org, retailers will actually be investing more in email this year compared to last. That being said, now is probably the perfect time to review your email strategy…

Email is alive and kicking but just one of many channels.

With the majority of retailers using 2 or more channels to communicate with customers, it is more important than ever to integrate and deliver consistent messaging. Use other channels to inform and entice contacts to look for your emails in the Promotions tab and teach them how to move them to Primary should they want to. But don’t depend solely on email. The notion of integrating behaviour and customer interactions from all channels is a must for your strategy.

Timing is everything – especially for time-limited offers

Keep in mind not having your emails in their Primary tab may mean less frequent viewing. So make sure you get your message across every way possible. Post on Facebook. Twitter. Your website. SMS. Instore. Cross-channel is your friend. Your options are only limited by your imagination and your customers will appreciate the efforts you make to keep them posted on your amazing products and promotions.

In summary, stand out from the crowd regardless of who you are up against – know your customers by building true profiles and make sure your content is so good and so relevant no one will want to miss out. Keep sending them what they want, where they want, when they want and they will be sure to find you.

Republished with author's permission from original post.

Andrea Dorfman
Andrea Dorfman is an experienced relationship marketing strategist. Having worked for numerous Montreal-based agencies, she understands the balance between client expectations and marketing vision. At Whatsnexx, Andrea helps clients tackle and overcome the challenges of cross-channel marketing.

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