Email Thursday – New Gmail Enhancement (Priority Inbox) Will Affect Email Campaign Performance

By Tim


My name is Tim, I’m an Internet Marketing Strategist here at Exclusive Concepts, and today I’ll be talking about a new Gmail enhancement called “Priority Inbox” and how it is poised to affect your email campaign performance.

So, what is this new Gmail enhancement?

In a nutshell, the enhancement is called “Priority Inbox” and it filters incoming emails into three sections: “important and unread,” “starred” and “everything else.” the emails are automatically categorized as they arrive to a consumer’s inbox. Right now, this feature is being offered to Gmail users on a rolling basis.

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So how are the emails prioritized and filtered? Well, as Google explains – “Gmail uses a variety of signals to predict which messages are important, including the people you e-mail most and which messages you open and reply to.”

So how should you adjust to this change?

Well, as mentioned it’s very early – so don’t make any major adjustments to your email strategy just yet. Time will tell how aggressive your adjustments will need to be.

In the meantime – it would probably be interesting and beneficial to create a Gmail specific segment and track performance based on preset metrics such as open rate and click through rate.

Improving the quality and relevance of your email content could lead to better customer interaction – and thus improve the likelihood that your emails will avoid the “everything else” filter.

Bottom line – having the “Priority Inbox” enhancement on your radar is the first step in the right direction – the next step is to test Gmail specific segments and be patient while collecting data before any major adjustments are made.

That’s it for Email Thursday – I hope you enjoyed the video. Have a great day and take care.