The Tabbed Inbox and Customer Engagement

The Gmail Tabs Paradox: A Disruption of Email Marketing Changes Little

Summary

The relatively low impact of Gmail tabs on marketing performance and user engagement hides a fundamental change in the way consumers experience commercial email. By shunting promotional messages into a separate tab, Gmail has effectively created a secondary inbox expressly for shopping, and consumers are using it. Four months after the widespread rollout of tabs left marketing messages a click removed from personal email, consumers continue to read them at roughly the same levels as before. Tabs have taught Gmail users a new and potentially more efficient way to shop from their inboxes.

Download the Report

Popular resources

Products

BriteVerify

BriteVerify email verification ensures that an email address actually exists in real-time

DemandTools

The #1 global data quality tool used by thousands of Salesforce admins

GridBuddy

The most productive user experience in the Salesforce ecosystem

Return Path

World-class deliverability applications to optimize email marketing programs

Trust Assessments

A revolutionary new solution for assessing Salesforce data quality

250ok

Email deliverability, design, validation, DMARC, and analytics, all in one.

Solutions

Validity for Email

Increase inbox placement and maximize subscriber reach with clean and actionable data

Validity for Data Management

Simplify data management with solutions that improve data quality and increase CRM adoption

Validity for Sales Productivity

Give your sales team back hours per day with tools designed to increase productivity and mitigate pipeline risks in real-time