• by Jess Nelson , October 25, 2017

GMass released a new feature Wednesday that enables email marketers to send an infinite supply of emails through their Gmail accounts.

GMass is a Chrome extension and mail merge system for Gmail and Inbox, which brings an email marketing tool directly to the inbox.

Although GMass does not have a breadth of features, it offers simplicity. Since GMass is integrated with Google Sheets, users can send mass email campaigns that can be personalized by any available column in Sheets. Additional product features include email metrics, like opens and clicks, and automated follow-up emails. 

The unlimited send feature is a substantial upgrade to the Chrome Extension and GMass customers will now be able to send email campaigns to much larger subscriber lists.

It’s important to note that GMass only sends plain text email messages, but some might argue that plain text emails are a better approach to marketing. A recent HubSpot study found that consumers are more likely to open emails that are more simply designed, and that adding HTML elements actually decreases email engagement.

“When you get an HTML email, you know you're being marketed to,” says Ajay Goel, founder of GMass. “Plain text performs better than HTML emails because it looks like a personal message that has been typed out, just to you. When you get a plain text email written in the casual tone that your friend would use, you are inclined to give it a chance instead of immediately sending to trash.”

GMass asserts that its email deliverability rate is just as high as if a sender with a generally good reputation sent emails natively from Google. Furthermore, all emails sent from GMass land in the recipient’s inbox as opposed to the Promotions folder because GMass integrates directly with a Gmail or G Suite account.

Since launching in 2015, the Chicago-based startup has grown to up to 80,000 users according to GMass. The company says that 4,000 customers pay for the service.