Written By: Adam Dince
On Friday, a Twitter friend of mine @cbarrows, hooked me up with a special invite to test drive Google’s latest email product, Inbox. If you haven’t heard of Inbox yet, Mashable gives a pretty decent run down.
One of the biggest differences with Inbox is that the current tabbed Gmail experience (pictured below) has been replaced by a sleek folder like structure (pictured above).
If email marketing is part of your channel mix, you may have good reason to be thrilled about this change.
The screenshot below is an old heatmap image of a Google search results page. What it shows is that most people focus their attention on a very specific part of the screen (the golden triangle). I couldn’t find a Gmail heatmap, so I’ll take a leap of faith that a heatmap study of a Gmail screen would render similar results as the heatmap below.
If the assumption holds true, it means that people aren’t paying attention to the Promotions tab, as it’s too far over to the right. Personally, I rarely look at the promotions tab.
When the current version of Gmail launched in 2013, marketers noticed a significant drop in email open rates.
With Inbox, the Promotions tab has moved to prime real-estate on the Inbox screen which could help improve the performance of email marketing campaigns.
However, on the flip-side, Inbox makes it easier for people to get rid of promotional email without even opening the promo folder.
Simply clicking on the check icon (see above image), removes the Promos folder until a new promotional email arrives.
Only time will tell if people:
- Welcome the new Promos folder and give a boost to email marketing performance
- Will nix the Promos folder without viewing unread messages
Maybe a combination of both. What do you think?