Gmail remains the world’s most popular free webmail service, and new research from email solutions provider Return Path shows that marketers should be vigilant about how their messages are handled by Gmail’s automatic sorting feature.

The Email Marketer’s Guide to Gmail Categories report shows that nearly 10% of tabbed inbox users say that messages are not sorted correctly.

Incorrect classification can be bad news for marketers, as Gmail users become conditioned to look for certain types of messages in a specific tab. For example, Return Path research shows that nearly half (45%) of tabbed inbox users check the Promotions tab—used to aggregate marketing promotions and other offers—at least once each day. Marketing email delivered to a less frequently monitored tab could be missed altogether.

Cody Bender, Return Path’s senior director of email optimisation solutions, said: “Reaching the inbox is critical in today’s competitive marketplace. And in the case of Gmail, it’s just as important that messages are delivered to the expected category.

“Gmail has created the industry’s most sophisticated email sorting system, so it’s vital that marketers pay attention to how their messages are being classified.”


By Jonathan Davies, editor, Digital Marketing Magazine

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