Ever since Google redesigned the Gmail inbox and put marketing emails into the "Promotions" tab, email marketers have been worried that response rates will go down. For Jiffy Lube, a company that has
millions of email addresses in its databases, nothing has changed since Gmail introduced the promotions tab. "We've found there's been really no impact in our business overall. In fact since the
redesign launched, we've seen no change in [email] open rates, and response rates have stayed almost exactly the same," Jeffrey Lack, director of marketing at Jiffy Lube, told Ad Age. Jiffy Lube's
experience supports studies from Return Path and Epsilon, which have found Gmail's change has only had a small impact in response rates, not all of which are bad.
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