After the ISP conference where Gmail announced his multi-layered filters, they still donât seem to be happy with how marketers are troubling their users with a rush of emails. Result â yet another attempt to put users back in control.
Letâs reconstruct what this internal discussion at Gmail would have been:
We have around 1500 algorithms but our 400 million subscribers still end up receiving a rush of emails which is troublesome.
This is exactly the reason why we see one user using multiple email addresses. One for promotional, other for transactions and some more for social media, alerts etc.
I just have 10mins, can we brainstorm on the solution instead of talking about things we know.
What if we provide the user an option of all these categories mentioned by executive in one email address?
Do you mean an extension to the concept of Labels?
Exactly my friend, we decide category of emails and create tags like:
a) Primary Inbox
b) Social Media
Some more tags, if you can possibly think of; and based on predefined details we categorize these emails and obviously on the level of ENGAGEMENT + IPâs reputation.
Great thought, I think we should go live with this concept. How much time will it take to go live?
Shouldnât take more than a week; but we wonât force it to the user, we will first launch it and to use this feature users will have to manually configure the settings.
You seem to like these marketers, I was thinking of a forced change for everyone; that would teach a good lesson to marketing heads and ESPâs who think they can tackle our algorithms easily. Anyway let me listen to you for a change.
Everyone laughs out loud and moves out of the conference room. âI will get a blog posted by tomorrow announcing thisâ, says the Product Manager while moving out.
Now thatâs exactly what Gmail would be launching in the coming few weeks, wherein they are going to start marking every email with tags like: Social, Notifications, Personal, and Forums etc.
Could this possibly be the biggest impact to the Email Marketing industry?
Let me know your thoughts on the impact of this change.
Stay tuned for more on such new happenings on Gmail.
The author is part of Email Marketing Experts Consultancy Group at netCORE. To understand how netCORE can help tackle such changes feel free to connect with Avadhoot Revankar.