so Google are all about doing no evil and providing a great user experience.
And as part of that, they’ve introduced the lovely tabs in gmail:
your really important emails go into the Primary tab, all the social stuff into the ‘social’ and of course, all that pesky advertising and pitching goes into the ‘promotional’ tab.
Great isn’t it?
well, no, it isn’t!
Yes, on the one hand it’s convenient that it’s now grouped into ‘logical’ subgroups, (then again: all of that was easily possibly previously in gmail anyway, just no using ‘tabs’), …
… but on the other hand there are real-life implications of this new arrangement:
initial feedback from lots of marketers is that open rates and hence click-through rates are down by about a third.
33% fewer clicks, just because your advertising is now hidden in a tab that noone is looking at.
“oh, poor lil’ marketer” you might be thinking (sarcastically;-), but here are the real implications:
1. if you’re a marketer yourself (which should be a pretty good guess as you’re on a blog about marketing), then your initial reaction should be “oh f***” (a sudden 33% drop in revenue I think deserves an ‘oh f***’)
2. just because gmail is messing with our advertising doesn’t mean that we stop advertising. Meaning: marketers will focus more on other channels. Meaning more noise elsewhere. Expect MORE advertising on Facebook, MORE advertising on pretty much any website you can think of, MORE advertising outside email. Meaning the good folk at Google look like the knight in shining armor, but really the only thing they’ve done is that they’ve moved the problem elsewhere.
3. here’s the one that’s going to affect you most: effectively, our advertising costs (for the email channel) have gone up … 33% fewer clicks means I’m getting 33% less results for my advertising dollar. And that loss of revenue needs to be compensated for. By, hey, look at this: higher prices! For you, the consumer.
PS: turns out, there’s a way to get your prospects
crawling across broken glass, er head on over to the ‘Promotions’ tab, actively scrambling to find your emails (more on that over the next few days), secondly, noticed how I said “moved the problem” in point #2 above:
it really is a problem, all this interruptive advertising. It’s highly ineffective (estimates are that we’re being bombarded with several thousand marketing messages every day, yet less than a handful stick), yet most marketers attempt to ‘fix’ that by sending out even more marketing messages.
The solution is of course to do something else … which ties in nicely with the approach to getting people to scramble to find YOUR emails … and hence: more on that in over the next few days;-)
For now: how is this change affecting YOU and YOUR plans? Leave a comment below!