The rollout of Gmail's new Tabs feature, which organizes inbound messages by category, has not significantly affected how many marketing emails most consumers read, according to a recent study by Return Path.
Overall, Gmail users with medium levels of engagement read 10.55% of their marketing emails before the launch of Tabs on July 22, and 9.81% of their marketing emails after the rollout.
However, this small decline was partially offset by the fact that they received more of the mail sent to them: Inbox placement rates increased slightly after rollout.
Below, additional findings from the study, which compared Gmail users' read rates in the first week of Tabs' general rollout with data from the previous 17 weeks.
Take the first step (it's free).
You may also like:
- COVID-19 and Email Marketing: What to Do When Reopening Is on the Horizon
- What If Your Email Metrics Are Off: Who's Really Clicking on Your Emails?
- Best (And Worst) Email Signoffs During COVID-19 [Infographic]
- Five Ways to Supercharge Your Email Marketing [Infographic]
- What Makes a Best-in-Class Email Marketer? These Six Things.