In the Spring of 2013, Google began rolling out a big restructure of the Gmail inbox, and many email marketers panicked. The Promotions tab that has been showing up in more and more Gmail accounts over the last two months has been repeatedly heralded as, “the death of email marketing.”
A couple of months later, however, we can step back from the apocalyptic rhetoric and take a look at what this really means.
- Is the Gmail Promotions tab truly a bad thing?
- How do we keep tabs on the impact of the tabs?
- What should email marketers do in response?