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Gmail's New Filtering is Hurting Email Open Rates a Little Bit: MailChimp

  • , Wednesday, July 24, 2013 10:36 AM
Google's new inbox filtering system which puts promotional email messages into a separate email tab in Gmail inboxes is hurting email open rates. According to Matthew Grove of MailChimp, prior to the new tabs going into effect, Gmail users opened emails sent from his company's service on average 13% of the time or more on a typical weekday. Since the feature has been introduced, open rates were less than 12.5%. And as Grove points out, not every user is using the new promotions tab, so average open rates could drop even further.

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