Gmail Testing a Visual Promotions Tab
Google wants the inbox to be a lot more visual.
In fact, the company is trying out a new version of Gmail that lets users view the Promotions tab through a visual, grid layout. Users that are part of the test will be able to see images from deals, offers and other marketing emails found within the Promotions tab. The new inbox view also comes with infinite scrolling so users can quickly scan through their messages, as well as the ability for users to toggle between the new and standard layout.
“Promotional mail has a lot of images, from pictures of snazzy new shoes to photos of that rock-climbing gym you’ve been wanting to try,” states the Gmail Blog. “But right now, those images are buried inside your messages — and with only subject lines to go on, it can be a challenge to quickly pick out the deals and offers that interest you most. To help you find what you’re looking for faster, you can now sign up for a new field trial for Gmail that lets you view the Promotions tab in a more visual way.”
This new layout is currently just an experiment according to Google. That said, the feature has potential to shake up the email marketing industry, as it will enable marketers to use visual content to entice users to open messages in addition to subject lines. It is also important to note that Google has provided some marketing tips on the Gmail Developer Site so that marketers can give their readers a better experience with this new layout. Tips include using markup to specify the images that are displayed to subscribers as well as information about how to include a sender image within messages.