How Gmail Has Changed Email Marketing [Info for Marketers]

Google with its daughter mail service has dramatically changed the ecosystem of email marketing (same as Google did in the SEO sphere). However, email marketers must be aware of the changes that occur in the field of Gmail email marketing, unless they want their efforts to be wasted. In this post we will uncover the ways of how Gmail has changed email marketing forever.


Gmail Email Marketing and Mail Authentication

One of the reasons why a large number of users tend to opt Gmail for creating their email addresses here is the fact that this email service puts a lot of efforts into a deeper mail authentication. Gmail has had the most success in combating spam letters. Inboxing criteria of this email service minimize the possibility of phishing, spoofing, and other vicious practices.

gmail email marketing

Gmail users appear to be more engaged than the users of other email services

Even though such advanced features of combating spam allow users to avoid a great deal of spam letters, it makes tougher for email marketers to reach their subscribers. Marketers have to ensure that they are considered as valid senders. Otherwise, a large share of the letters will get into the dustbin. In particular, the marketers should pay attention to such protocols of authentication like TSL (Transport Layer Security Encryption), DMARC (Domain Based Message Authentication, Reporting and Comformance), DKIM (Domain Keys Identified Mail), and SPF (Sender Policy Framework).

Gmail Limits Creative Efforts of Marketers

When it comes to Gmail email marketing, you should be aware of the fact that many features (which would work otherwise) don’t work with Gmail. You must be aware of some limitations that exist in Gmail. In particular, here you have got a couple of such.

Videos and kinetic usability in Gmail. While such email service providers as Apple Mail support video embedded in the letters, there is no such option available in Gmail. So, even though more and more companies popularize their content with the help of videos, it wouldn’t work with Gmail. Kinetic usability is not supported either.

Web font support is limited. Google has long been known as a devoted supporter of web fonts. Yet, its daughter company seems to be the opposite. Gmail doesn’t support web fonts and this may pose a serious problem for companies with strict guidelines on this matter.

Gmail content gets stored in the inbox once it is received. Many companies send letters to their subscribers and later update them in terms of locations, offers, or similar stuff, making it to be a real-time content. This feature, however, doesn’t work in Gmail either, and the letter gets stored in the initial form, in which it had been received.

Gmail Users Tend to Be More Engaged

Apart from those two aspects that make Gmail email marketing quite tough, there is a good news as well: numerous researches have shown that the Gmail audience tends to be more engaged than the audience on other platforms. For instance, 49% percent of opt-ins were done by Gmail users in 2017, while this indicator for Yahoo was only 17%. Therefore, targeting Gmail users is tough yet worth it.

By the way, you should also have a look at how to take advantage of Gmail add-ons.