lcmc: gmail tabbed inbox

Gmail’s Tabbed Inbox. What’s the Impact?

Kara Trivunovic, VP Strategic Services

Consumers Taking to Facebook

On the Docket

• The Pros’s and Con’s of Gmail Tabs

• How other brands are addressing tabs

• Impact of tabs on engagement

• Considerations for your program

The Pro’s & Con’s of Gmail Tabs

• Customer is in a shopping mind-set

• View and click activity is pre-qualified

• Messages are separated from other inbox clutter

• Possible latency in open activity

• Requires additional action by the subscriber

• Mis-categorization of certain types of content

Brands Respond• Dedicated messaging with

summary instructions• Brings fun tone and context that

aligns with brand voice

Subject Line:Friends-With-Benefits

Brands Respond

• Dedicated messaging with paragraph-style “how-to”

• Subject line is clear for the recipient

Subject Line:Don't miss a single message.

Brands Respond• Dedicated message with step-by-step

instructions• Focused on “best guests”• Includes an offer

Subject Line:Keeping Tabs on Our Best Guests

Brands Respond• Reference Gmail in subject line• Dedicated message with step-by-step

instructions• Includes an offer

Subject Line:Gmail users: Never miss an offer from Gap!

Brands Respond• Dedicated message with

step-by-step instructions• Includes a pre-header that

reads “drag and drop me in to your Primary tab”

• Reinforces the “tabs” messaging in the header of subsequent messages

Consumers Respond

77%54%

Report that Tabs have NOT impacted the way they engage with Brand email

Percent of Consumers claiming to spend the same amount of time on Brand email

Consumers report checking the promotions tab:15%

19%

46%

20%

Multi Times DailyOnce per WeekLess than Once per WeekLess than Weekly

What’s the Impact?

• According to Return Path: Gmail Tabs Analysis report “Gmail Tabs Don’t Stop Shoppers”• Highly engaged email users are reading at a higher rate than before• Inbox placement for Medium and Low engaged email users is up since the rollout

What’s the Impact?

1-4%-3-+8%

Decrease in Open Activity

CTO activity changes vary dramatically

Fluctuations in RPE have been NEGLIGIBLY impacted $$$

What To-Do Next

• Monitor key engagement metrics for Gmail subscribers

• Include dynamic language for @gmail.com in header/footer to address placement concerns

• Just keep doing what you’re doing

Questions?

THANK YOU.