lcmc: gmail tabbed inbox

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Post on 17-May-2015

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  • 1. Gmails Tabbed Inbox. Whats the Impact? Kara Trivunovic, VP Strategic Services

2. Consumers Taking to Facebook 3. On the Docket The Pross and Cons of Gmail Tabs How other brands are addressing tabs Impact of tabs on engagement Considerations for your program 4. The Pros & Cons 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 5. Subject Line: Friends-With-BenefitsBrands Respond Dedicated messaging with summary instructions Brings fun tone and context that aligns with brand voice 6. Brands Respond Subject Line: Don't miss a single message. Dedicated messaging with paragraph-style how-to Subject line is clear for the recipient 7. Subject Line: Keeping Tabs on Our Best GuestsBrands Respond Dedicated message with step-by-step instructions Focused on best guests Includes an offer 8. Subject Line: Gmail users: Never miss an offer from Gap!Brands Respond Reference Gmail in subject line Dedicated message with step-by-step instructions Includes an offer 9. 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 10. Consumers Respond Report that Tabs have NOT impacted the way they engage with Brand emailPercent of Consumers claiming to spend the same amount of time on Brand email Consumers report checking the promotions tab: 20%15% 19%46%Multi Times Daily Once per Week Less than Once per Week Less than Weekly 11. Whats the Impact? According to Return Path: Gmail Tabs Analysis report Gmail Tabs Dont 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 12. Whats the Impact? Decrease in Open ActivityCTO activity changes vary dramaticallyFluctuations in beenhave impacted 13. 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 youre doing 14. Questions? THANK YOU.