How did the new Tab UI in Gmail affect the mail opening rate?

ByOpacity

On 30th MayGmail's inbox is newIt was announced. With this, tabs of the main · social promotion · new arrivals · forums are added, and mails arriving can be distributed by type. Well, this new function is useful for the user, whether the opening rate of mail is raised,Mail magazine can be delivered free "MailChimp"'S marketing blog actually verifies it based on the large amount of data that arrived at the mailbox at hand and summarizes how actually it was affected is "How Gmail's New Inbox Is Affecting Open Rates" is.

How Gmail's New Inbox Is Affecting Open Rates | MailChimp Email Marketing Blog
http://blog.mailchimp.com/how-gmails-new-inbox-is-affecting-open-rates/

◆ How does the new inbox of Gmail affect the opening rate?

BySkpyogi

Matthew, the author of the article, tried to investigate about 12.5 billion messages received in the past year and a half after investigating tabs in Gmail 's inbox, but the seasonal Because there was a trend and it was difficult to find a small change, we investigated the e-mails of 6 weeks before and after function release. There seems to be 150 million e-mails again, but as a result of the investigation, I found that the opening rate of e-mail was decreasing by the new tab. Matthew says that although the number has not changed dramatically since it is small at the present time, it will become prominent over time.

◆ Variable opening rate


"Everyone likes new toys, but it is a distorted truth," Matthew says. According to the investigation, in the 15 weeks before the new inbox is released, the mail opening rate on weekdays without holidays is about 13% or more. Although it may fall to 12.5% ​​in the week of Valentine's Day, 10.5% at Christmas or year-end, there seems to have been no major change, but since the new inbox has been released, the opening rate drops for 3 consecutive weeks It seemed to have been.

About the main tab

ByTemp13rec.

Matthew also tried variously by changing the content of the mail, changing the contents of the header, adding headers and links for canceling subscription, but the subscriber wants to prevent this mail from entering the promotion tab Unless you choose "I will send all the e-mails to the promotion tab." In response to this, Matthew is worried that "Gmail intends to push all the promotional mail into the promotion tab."

It seems to be a painful headache for marketing and PR staff who want to have some elegance in the e-mail, although it is a function that is helpful if you look to the user.