What would a Gmail snooze button mean for email marketers?
Rumour has it that Google are experimenting with adding a snooze button to the mobile Gmail app. According to Geek.com, a snooze button would allow users to effectively save their email for later.
Your emails can also be Snoozed in this new UI. Snoozing an email means it appears as read until the timer goes off, when it will then float to the top of your Inbox as an unread email. You can choose to snooze an email for a couple of hours or several weeks depending on your need, and you can snooze messages over and over again if you choose to
The meteoric rise in mobile email use has seen users dipping into their inbox more frequently, however sometimes the mobile experience of a brand’s email and website can impede conversion on a smaller screen. Something like this could potentially drive users to re-open emails later on, once they’re in a more convenient setting. Even though we’ve seen users don’t currently triage their email in any great number, an innovation along these lines could encourage this behaviour.
Of course, there’s no guarantee that this feature will make it out into the wild, and even then it remains to be seen if it would have any real effect on users’ behaviour. But this could change the game. again.