Google is experimenting with a new feature that would let Gmail users opt to have promotional messages display in an image-based grid view with unlimited scrolling. The project is currently in beta and users have to sign up to use it. Jordan Cohen, vice president of Movable Ink, told The Magill Report that this new format could change how marketers approach email design. "Gmail's new grid view is a huge opportunity for marketers to optimize open rates and conversions," he said to The Magill Report. "But if they don’t design to the specifications that Google has mapped out for the featured image, what will be displayed in the tile view will not look good."