I *just* got this email in my personal gmail inbox, and thought it was such a good idea that I wanted to share with my fellow Topliners (Toplinerers?). As you may or may not have already noticed, Gmail is switching to a tabbed inbox approach - where your emails might automatically get sent to a Promotions Tab and thus not appear in a user's main (Primary) inbox. It's important to note that not all Gmail accounts have been switched to this tab view, so I might recommend getting ahead of the switch and sending out an email notifying customers how to ensure that your emails aren't missed. I absolutely LOVE what Food and Wine did with their newsletter here. And honestly, I would take this design and layout as a strong recommendation for any email, but wanted to highlight this one as it relates to the Gmail tabs.

 

The call to action is very simple, there is some urgency "Never miss [our] email!", and they even give the user clear and simple steps to make sure that F&W emails are sent to the Primary Tab.

 

Screen Shot 2013-10-16 at 12.55.41 PM.png

 

Want to run your own campaign using this same idea? Follow the steps below:

 

     1. Create an awesome email like the one above, or at least include the steps listed above. That's all you need on the email. Keep the message simple. Also, if you want, create a second, similar email to be sent as a reminder.

     2. Create a segment with a Filter Criteria, using the Compare Contact Fields criteria, and selecting Email Address Domain. For the criteria details, select "contains" from the drop down, and type in gmail.com (see below).

Screen Shot 2013-10-16 at 1.21.54 PM.png

     3. Create a Campaign in Campaign Canvas. In the example below you'll see I have my Segment that I just created, my initial email, a checkpoint, and a reminder. I set the decision point "Opened Email?" to evaluate for 7 days - meaning that the reminder email would go out 7 days after the initial email (see below).

Screen Shot 2013-10-16 at 1.26.00 PM.png

Voila! To note: it will be hard to report on the effectiveness of this campaign, since in many cases you are trying to avoid a change that hasn't happened yet. But given that the change could have a potential negative impact on your email marketing effectiveness, I would recommend an approach like this sooner rather than later.


Have you tried anything else? I would love to hear other ideas!