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.

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ABOUT THE AUTHOR
image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji