For some time now Google have been doing their best to shake up the email experience. They’ve introduced tabs, schema, priority inbox, promotions view and most recently Inbox to name but a few features. In fact over the last couple of years it feels like Google have been doing more than anyone else to progress email.
Here’s a brief look at the email design related discussion from yesterday’s Reddit AMA with the Google Inbox team. It’s a fairly interesting thread, as aside from some discussion about CSS and HTML support, there’s some wider insights in what users of an email client are interested in.
Gmail users tend to be male, drive a Mazda and earn more than Yahoo! Mail users, according to the newly released YouGov Profiler. The profiler allows us to delve into YouGov’s mass of collected data on the UK public, and by filtering by brand, build out a bit more of a user picture.
Of course, these kind of things need to be taken which a huge pinch of salt, but there’s still some interesting things to learn. So we took a look at the typical customer for the popular email clients.
Let’s start with Gmail…
Update – you might want to be in the Promotions tab after all – here’s why.
A popular topic amongst marketers at the moment is the most recent curveball from Google: Gmail tabs. It is still early days and it will be interesting to see what the long-term effects will be for email marketers.
For brands that already have a loyal audience of openers and converters, I can imagine it won’t be too hard for them to compete in the promotional tab or even be moved over to join the primary, personal emails of their users. So which brands are trying their luck? Take a look at some of the examples we’ve seen of brand responses – and remember, if you don’t ask, you don’t get…
Kate Spade Saturday
Here are our favourite links of the week, including mobile, email, design and social. Take a look and share with your followers. See you next week!
1. Our Favorite Responsive And Mobile Email Resources Litmus
2. The Funnel is Dead, Long Live the Loop? Digiday
3. Will Gmail’s New Tabs Feature Impact Your Email Marketing Campaign? Marketing Zen
4. Email sign up forms: a look at how 16 fashion retailers collect customer data Econsultancy
5. LinkedIn Launches Sponsored Updates for Businesses Entrepreneur
6. iOS 7 Beta Testers Behaving Badly GottaBeMobile
7. 4 tools for automatic CSS testing .NetMag
8. 15 free ebooks for web designers CreativeBloq