Google recently launched ‘Inbox’; an app that aims to revolutionise the way we deal with our emails. Currently available by invitation only, ‘Inbox’ has been met with largely positive feedback from users. But, will it have an impact on email marketing?
‘Inbox’ follows a logical progression from Gmail’s tab format. Rather than all emails going into one inbox, the app puts them into so-called ‘Bundles’. For example, all purchase receipts or promotional emails will be grouped together. The app will also showcase important information from emails (so-called ‘Highlights’), such as dates, photographs or documents. It will also retrieve relevant information from the web about an email’s contents, like tracking information for parcel deliveries. Users will also be able to add their own reminders to the app.
Because ‘Inbox’ is currently invitation-only, the impact it has on email marketers is minimal. However, when it is released publicly, adoption is likely to increase significantly. Thankfully, as long as you’re creating quality content, many of the features of ‘Inbox’ could actually benefit email marketers.
‘Bundles’ gives users significantly more control over their inboxes. Therefore, as a marketer, you consistently need to create more targeted, relevant and personalised messages. But, like Gmail’s tabs, ‘Bundles’ will allow engaged subscribers to become even more engaged, allowing you to better monitor your customers and create more relevant content into the future.
‘Highlights’ could also be a plus for email marketers. While you may have to shift more focus onto the snippet text of your emails, marketers who send relevant messages will be given extra visibility in users’ inboxes. They will also be able to interact with your brand without ever opening your marketing emails. This will, over time, make open rates less and less relevant.
Overall, it’s too early to say what effect ‘Inbox’ will have on email marketers, but it does have the potential to cause significant impact in the industry.