A big visual change is coming to Gmailâ€™s Promotions tab.
Google / Via blogger.com
Since last summer, Google’s been waging a war on email.
It started with tabbed inbox, Google’s first attempt to consolidate the service. The change left third-party email clients flat-footed and out of sync with Google’s newly organized system. More than anything else though, it sent a definitive message to email marketers: Google was taking back control of the inbox. Advertiser emails would be re-directed to the “Promotions” tab, effectively changing the way they would be perceived by users.
Naturally, email marketers got nervous. They started sending emails like this, desperately trying to nudge their way into the coveted “Primary” inbox:
The second part of Google’s offensive came last month in the form of a unsubscribe action button on emails inside the “Promotions” tab. It was a bold placement choice by Google. Some saw it as ‘Big Email’ bullying advertisers and basically inviting users to unsubscribe. Google framed it as an attempt to “empower users,” but the results was clear. Google was forcing email advertisers to increase the quality and relevance of their messages.