lcmc: gmail tabbed inbox

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Gmail’s Tabbed Inbox. What’s the Impact? Kara Trivunovic, VP Strategic Services

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Page 1: LCMC: Gmail tabbed inbox

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

Kara Trivunovic, VP Strategic Services

Page 4: LCMC: Gmail tabbed inbox

Consumers Taking to Facebook

Page 7: LCMC: Gmail tabbed inbox

Brands Respond• Dedicated messaging with

summary instructions• Brings fun tone and context that

aligns with brand voice

Subject Line:Friends-With-Benefits

Page 8: LCMC: Gmail tabbed inbox

Brands Respond

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

• Subject line is clear for the recipient

Subject Line:Don't miss a single message.

Page 9: LCMC: Gmail tabbed inbox

Brands Respond• Dedicated message with step-by-step

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

Subject Line:Keeping Tabs on Our Best Guests

Page 10: LCMC: Gmail tabbed inbox

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!

Page 11: LCMC: Gmail tabbed inbox

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

Page 12: LCMC: Gmail tabbed inbox

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

Page 13: LCMC: Gmail tabbed inbox

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

Page 14: LCMC: Gmail tabbed inbox

What’s the Impact?

1-4%-3-+8%

Decrease in Open Activity

CTO activity changes vary dramatically

Fluctuations in RPE have been NEGLIGIBLY impacted $$$

Page 15: LCMC: Gmail tabbed inbox

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

Page 16: LCMC: Gmail tabbed inbox

Questions?

THANK YOU.