What Google’s Upcoming Redesign Could Mean for You April 16, 2018, | Posted by Erin

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According to an email sent by Google to its users recently, the platform is in the process of completely overhauling its systems from top to bottom--something that any email marketer worth their salt knows will have a major impact on their efforts. Here at Site Impact, we’re excited with the possibilities that the Gmail overhaul will provide, and we’re ready to share how we think this will affect the industry as a whole moving forward.

The main target of the overhaul is going to be the web-based experience for users, which will include features previously only available on the Gmail app like “smart responses”--quick, instant-populated replies based on the context of the email received, that a user can send with a few taps--as well as a cleaner appearance like the app provides. But a major change will be the “snooze” function on emails; this feature will allow users to hide emails for a set period of time, and choose when to have them reappear. That feature in particular  provides and interesting combination of opportunity and risk when it comes to email marketing: on the one hand, it could mean that instead of immediately opening marketing emails, recipients may choose to “snooze” them for a few days, unless they have reason to believe that the offer or message is time-sensitive. But it could also lead to more email opens, since instead of just deleting the email unread, consumers can opt to look at it later, when they have more time.

More features will be explained and announced in coming weeks, according to Google’s release on the new email roll-out, but it’s clear overall that these changes are going to be big, and it will be important for brands that engage in email marketing to understand how best to work with them. 

As Google rolls out the new design of its platform first to the volunteers in their Early Adopter Program (EAP), they’ll be doing the usual bug-checking, and tweaking before they roll things out across the board to Gmail users. Email marketers should definitely sign up to check the new format out if they can--to get a feel for the new features, and learn how to work within the new systems. At Site Impact we definitely are excited to see more about this major overhaul as it develops and Google adds more aspects to it. The new format for web-based email access is the first in years; the last major change to Gmail across all platforms--including web--incorporated the separated inbox, with different nestled folders for promotional content, personal emails, and social; the new snooze feature and other developments will definitely mean some major changes for how marketers approach email going forward, and knowing how it’s going to go and what it will do will make all the difference. 

If you want to make the best possible moves when it comes to this new functionality and format changes to gmail’s platforms, contact us today to find out what Site Impact can do for you. As experts in the industry, we’re already getting ready to maximize our campaigns for the new Gmail web platform.