Google’s default email: Gmail accounts for 1 in 3 inboxes and it is currently the most influential on the market. This implies that it is a big factor to take into consideration when creating a marketing strategy for any type of product or software.
Gmail: a big influence on email marketing strategy
According to Lifecycle Marketing, 30% of email subscribers use Gmail and this means that it is a very popular tool used nowadays. Almost all SNS and registration processes ask for an email account and due to its high standard, Google managed to raise the bars for standard ISPs (Internet Service Provider). Gmail is the only email app with a continuously increasing member base and it is continuously innovating and challenging other ISP.
How Gmail can affect an email marketing campaign
Although Gmail has more than a decade, marketers are still having an issue with some tactics created by Google. Some of them are:
- Automatically stored content: when any Gmail user opens a message in Gmail, the email’s content is automatically stored. This feature makes it harder for retail brands distributing emails related to food delivery services or weather conditions. That is because even if the user reopens the same email, the location-based data will not update.
- Web font support: Gmail does not support web fonts
- Zero video capability: Just as Apple Mail, Gmail lacks video capabilities and other kinetic features
- Spam filters: Gmail users receive less spam in their inboxes, implying that marketers have to think of more ways in which they can deliver their message through email.
- Engaged users: Gmail users are mostly active users and 40% of them have opened or clicked a marketing email over the last three months.
All in all, Gmail has created new standards for ISPs that marketers need to consider.