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Gmail's New Tabs Are Making Engaged Consumers Open More, Unengaged Consumers Open Less: Return Path

Ever since Google began separating marketing emails into a promotions tab within the inbox, email marketers have been worried that their message is not getting through. It turns out that the new tabs are actually helping among engaged consumers, according to a new study from Return Path. The research, which looks at the early effects Gmail's new tabs have had on marketers, found that users who are "routinely engaged" with marketing emails had a 2.11% lift in reading emails that fell into the promotions tab. However, the study also revealed that Gmail users who have a "medium engagement" with email saw a 10% drop in open rates once tabs were introduced. This is significant because it makes up 88% of all Gmail users. Those consumers with the lowest engagement level are even less likely to read marketing messages with the new tabs. These consumers had a 2% open rate pre-tabs and 0.4% with tabs.

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