Analysis: Gmail Tabs Don’t Stop Shoppers

Gmail Tabs and Email Marketing

Pundits predicted the demise of email marketing when Gmail made its Tabs feature the default for all users, reasoning that commercial messages would be out-of-sight, out-of-mind. But in its first week, Tabs had the opposite effect on many Gmail users who actually read more of their marketing email. This report explores the early impact and implications of this shift in the consumer email experience.

Read the report to learn:

  • Who responded well to Tabs – subscribers’ level of engagement may predict how changes like these affect consumer behavior.
  • How senders in your industry performed – marketers in several key categories saw dramatic improvement during their first week in the Promotions tab.
  • The impact of mobile –¬†as consumers increasingly read email marketing on smart phones and tablets, the inbox experience is fundamentally shifting.