VCLEVER BLOG

Posted on December 16, 2013 at 3:50 pm by Andrew Arnott

Google have just rolled out a change to Gmail that has a few email marketers making ridiculously OTT statements like “Gmail blows up email marketing”. The update means that images within emails will now be displayed by default. Far from being a bad thing, as email marketers ourselves, we absolutely welcome the change. Here’s why…

Tricky Gmail

Gmail has come in for some stick from email marketers as a few of its features can make life a little difficult when you’re trying to make sure a beautifully-crafted email looks as it should and actually stands a chance of being read by the recipient. One such feature was the introduction of the tabbed inbox which has the effect of automatically filing away ‘promotional’ emails in their own special place where they can be easily ignored and may never see the light of day. In addition, Gmail also presents a number of barriers to measuring how effective a campaign is (i.e. tracking such things as who opened emails, which device or email client they used, and where they were located). (more…)