Recently, Google has followed the lead set by Microsoft and rolled out a new GMail inbox that automatically filters mail that that is considered "offers" or that originates from a social network (the ubiquitous LinkedIn group mails and Facebook notifications). As always, a number of users have expressed discontent with a change to the way they are accustomed to seeing their mail processed. In my view, the interface remains clean, the filters are unobtrusive and fairly intuitive. With the two alternate mailboxes being given similar status to that of the standard inbox, any user who wishes to continue reading all three mailboxes should not find it difficult on the web. However, from a mobile perspective, where email is increasingly being viewed, users are unlikely to see the social or offers email since most tend to sync only their inbox automatically.
In light of our conversation on email marketing last week, this is relevant. GMail is a dominant platform and cannot be ignored. Are emails in the "offers" box less likely to be viewed than if they had appeared in the inbox? My sense is yes-- though these are typically solicited mail, the filter and separate mailbox nevertheless has echoes of the "SPAM" mailbox. At a minimum, given to mobile aspect, these messages are likely to be read in a less timely fashion. This will make the job of email marketers more challenging. The marginal cost of email marketing is very small so it may continue to be a high ROI activity and an easy way to maintain engagement. Nevertheless, with reduced click through and less timely viewing, it is hard to see this change from Google as not diminishing the value and effectiveness of email marketing.
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