How Does Gmail Tabs Impact Your Email Program? [New Research]

Posted by Patty Atwater on

It’s been four years since the launch of Gmail’s tabbed inbox. Initially, many marketers had concerns over what this new multi-inbox system would mean for the future of email. Would this new categorized system allow marketers easier access to their subscribers or see their messages hidden away?

Four years later, the excitement of tabs has simmered down as users have identified if and how Gmail tabs work for them. Now that Gmail tabs have found their place in the email ecosystem, we wanted to take an in-depth look at how users are interacting with tabs today and how usage has changed since launch.

In our latest guide—The Email Marketer’s Guide to Gmail Categories: Analysis of consumer adoption and placement accuracywe take a look at the current state of Gmail tabs, including:

  • How many Gmail users have tabs enabled and which tabs are they using
  • Whether Gmail users are checking or avoiding the Promotions tab
  • How accurately Gmail classifies messages into tabs
  • The percent of messages classified into the five tabs by industry
  • And more!

Looking for more insight? View our on-demand webinar—Ask the Experts: All About Gmail.


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About Patty Atwater

Patty Atwater is the Content Marketing Manager at Return Path. She loves digging into email data to discover new marketing insights and craft new, informative ways to tell the story. In her spare time, Patty loves traveling to new places, hanging out with friends, and continuing her mission to find the best guacamole in NYC. Connect with her on LinkedIn.

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