Stop the presses: Gmail ads don’t steal customers

Posted by Ed Taussig on

There has been some media hype lately about contextual – and often competitive – ads displaying in the web interfaces surrounding your email messages, particularly in Gmail. As marketers ponder whether to send email to Gmail customers at all, we decided to take a look at our Postmaster Network response rates to see if we could spot any issues lending credence to the hype.

The result: don’t even think about taking Gmail customers off your list. People using Gmail responded BETTER than those using other ISPs. In fact, response rates were more than twice the average. This could be because the names are newer in aggregate, or maybe it says something about the type of customer using Gmail. Either way, it shows that removing Gmail customers from your list because you worry that they might see — and click on — a competitive ad is unwarranted at this time. (As ad policies evolve, we’ll keep an eye on the data to see whether the trend changes.)

As Stephanie talked about earlier this week, the key is to focus on making your email great so that the ads around it don’t matter. If you have questions about this, let us know. We’d be happy to talk about how you can increase your email relevance, no matter what ads display around your content.

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