All about Gmail’s Snooze, Nudge, Side Panel and other latest updates
May 11, 2018
Google is out with yet another update, this one comes just after its recent move to bring the controversial AMP platform to Gmail. As with any announcement Google comes up with, we have many industry pundits debating whether the latest update is detrimental to email marketers or benign.
Gmail’s big update includes Snooze, Nudge, Side Panel and more…
Google has taken Gmail to the next level this time. From clicking on attachments without opening the email, to getting nudged by Gmail, it’s all here in the new updated Gmail.
Before we get to the debate of whether this update is good and bad, let me just take you through the updates.
1. A side panel, for all your to-dos
Google has always made audacious attempts to make Gmail more organised. And this time, Google wants you to stay more organised by placing Google Calendar, Tasks, and Google Keep content within the Gmail side panel. What’s makes it interesting is we can customize this panel by adding other apps like Trello, Groove, Asana and more.
-Check their calendar availability for time delicate emails (like event invitation). With google calendar integrated within Gmail, there are higher chances of subscribers opting in for that event.
-Now, subscribers can drag emails as tasks in to-do list which needs a follow up on some other date. So next time you send a flash sale invitation, they can simply slide it to the to-do list and follow up on a later date.
-Subscribers can make add notes to your emails. Gmail has integrated Google Keep within the side panel which can be synced across your devices.
What’s in it for email marketers?
Introduction of side panel within Gmail seems to be an attempt to keep the subscribers within Gmail for a longer time. This side panel can be a big win for marketers as there are higher chances that your email is getting noticed.
2. Now, Gmail will Nudge you.
An AI-based nudge to gently remind subscribers to follow up on an important message they received. Gmail has developed a smart intelligence which detects emails that are more likely to get responded. So, you can expect a week old email popping up right at top of the list with a nudge to respond it.
One of the most helpful features for subscribers. For those who attend events more frequently, the event invitation is most likely to pop-up just at the right time.
And for marketers?
There’s ambiguity in how exactly the algorithm controls this nudge feature – when to nudge and when not to. Google’s intent to launch this feature was to prevent things from “slipping through the cracks” and your email is more likely to earn traction if it’s a time-sensitive one.
In case you’re an early adopter of the nudge feature, Gmail has a complimentary feature of Smart Reply to help you reply to messages quicker.
3. Subscribers can snooze your emails.
This feature can give some sleepless nights to marketers!
In the new Gmail update, the user can willingly snooze your emails. The feature enables you to snooze of a particular email until you want to see it again. When a subscriber marks it as snooze, the email disappears from the inbox and is show when he wishes to see it.
What’s in for subscribers?
Snooze is an ideal feature for busy inboxes, receiving a heavy volume of emails. When you try to snooze an email, Gmail gives you an option to revoke it in following durations –
And for marketers?
Probably another metric to keep a track of? If this feature finds good acceptance by subscribers, you can expect a dip in your open and click rates. But it not necessarily is a bad feature as subscribers are snoozing your emails, and not deleting or marking them as spam.
4. The unsubscribe suggestion
Claiming to have this feature only on mobile devices, Google will now prompt subscribers to unsubscribe from emails with which they’ve not interacted in a while or have lost interest in.
What’s in for subscribers?
It’s simple, Google recommends the unsubscribe to the subscribers only for the disengaged, irrelevant sender or for which the subscriber might have lost interest in.
Will this impact email marketers?
This is a very important and crucial feature for email marketers and it becomes even more important now to keep the subscribers’ list fresh. It would, in fact, help marketers get rid of their inactive base of subscribers.
Personally, the new Gmail update is a win-win for both the subscribers and marketers. Allowing subscribers to stay more organised with their inboxes, while on the other hand, keeping them within Gmail for a longer time, is a big plus for marketers as well.
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