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Tabs Make Inbox Management Easier for Millennials

Posted on 9.05.2013

Gmail’s new tabbed inbox has changed the way messages are delivered to subscribers, and while this has aggravated some email marketers, a new survey shows a positive adoption of the new mailbox format among millennials.

The study, which was conducted by StrongView (formerly StrongMail) in conjunction with Google Consumer Surveys, reveals that half of younger users (18 to 24 year olds) find Gmail Tabs useful and are altering their interactions accordingly. Conversely, only 33 percent of the rest of the surveyed population find the new inbox easier to manage.

It is also important to note that 100 percent of young users report that the new inbox format has not caused them to lose any marketing messages from their favorite brands, while only 87 percent of the general population agrees. That being said, the survey suggests that there is a difference in how subscribers are interacting with email marketing campaigns, as 46 percent of respondents across all age groups claim to check their Promotions tab only once a week.

“Youth typically lead the general population in adapting to changes in technology, and the rollout of Gmail Tabs is no exception,” said Shawn Myers, VP of marketing, StrongView. “As the younger demographic changes how they interact with incoming messages, they provide insight into how most consumers will eventually interact with email marketing content going forward. Marketers need to take these changes into consideration when planning their campaigns, not just for Gmail users, but also for all consumers as their behaviors change across email platforms and other media.”

In addition to the survey, StrongView released “The New Gmail Inbox Tabs Success Guide”, which provides tips to email marketers. The guide suggests that marketers first take a look at how the new inbox has impacted their campaigns and to consider sending Gmail subscribers instructions on how to move campaigns out of the Promotions tab and into the Primary tab. StrongView also recommends marketers keep other best practices in mind, such as using eye-catching subject lines and leveraging a cross-channel marketing approach for campaigns.

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