Beware the deadly Promotions Tab, the latest “improvement” for Gmail users! That’s what communicators like us have have been sweating about in the past few weeks.
In case you haven’t heard, Google is now automatically filtering Gmail users’ email messages to pre-defined content tabs. They’re sending emails from friends and family to the Primary Inbox (where we’re used to looking all the time), and sending most e-newsletters and other emails from organizations (including the Getting Attention blog and e-news) to the new (secondary by default) Promotions tab.
If you’re a Gmail user, you won’t see Getting Attention and other content you rely on in the location it’s always been in (Inbox). And, if you’re not aware of this change, you may not see it at all. But far worse, members of your organization’s email list who use Gmail addresses are no longer seeing your emails in their Primary inboxes.
Take a deep breath! Most of us have been setting up filters for years now to sort the mass of emails we receive on a daily basis.
This change is going to impact your organization’s ability to interact with your supporters and partners. Email vendor MailChimp reported that open rates were down right after the change. But take these four actions right now to make sure users who want to read your content will find and read it: