If you send email "offers" or newsletters as a way of drumming up business, then here's something that might get you thinking.
There's been a lot of talk recently about the new "tabs" introduced into Gmail - when you send your newsletter, there's a good chance it will now end up in a new tab called "promotions", instead of the main inbox of your subscriber.
Naturally there's been a lot of talk about whether fewer people will now see, let alone open, your email newsletters and special offers.
So are fewer people opening these emails?
We recently noticed this article, on the web site of MailChimp, the email system millions of people use to send newsletters. Someone there looked at the open rates of more than 1 billion emails in the weeks after Gmail changed.
What they report is a "small but definite" drop in the "open rates" of millions of those emails sent to Gmail users.
The general consensus around the web seems to be "don't panic", this isn't a big deal yet.
Two points to keep in mind:
- As many web sites are pointing out, there's a way for your subscribers to make sure your emails always appear in their main inbox. They have to do it themselves, though.
- Various sites are recommending you remind your subscribers how to do it. " We would like to recommend this great article by Social Media Examiner showing how they informed their subscribers.
On another level, this shows the importance of sending emails that aren't all spammy "offers". Just last week we sat through a presentation from an email marketing company about why it's important to create emails that are interesting. This change to Gmail shows why that's so important.
We highly recommend you take a look at this article, on the web site of web designers and copywriters Men with Pens, which goes into the importance of sending emails that your subscribers actually want to read.
The general consensus we've read on various sites is that if you're emails are good enough, your subscribers will miss them, and hopefully, go looking for them.
Why is this important? Emails can be a great way to drum up business - we've seen some amazing sales numbers from clever marketers who are good at it.
What about your email newsletters? Would you classify them as spam, or genuinely interesting?