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Your B2B marketing solutions like email marketing have many subscribers on Gmail. But with Gmail’s new update, many marketers are missing the mark. The Gmail inbox has five unique tabs now – primary, social, promotions, updates, and forums. So as a marketer, how does one tailor their B2B marketing solutions to create the most impact on Gmail?
What the New Update Means
Google wanted its users to have total control over their inbox by allowing them to customize which mail goes where. This has made Gmail users very happy, but email marketing strategists that offer B2B marketing solutions have to adapt to the new segregation. This means that subscribers to newsletters and promotional emails now have to click on the ‘promotions’ tab that also has ads that masquerade as emails.
Now businesses will have to contend with the fact their B2B marketing solutions such as promotional emailers and newsletters will not reach the primary inbox of their subscribers and may be ignored completely.
Statistics Don’t Lie
Research done on the Gmail update revealed that it is slowing down open rates. But it is not happening as significantly as email marketers who provide B2B marketing solutions would have imagined. But the truth is that it is still way too early for marketing strategists to be taking it easy. This new update has been functional only for a few months and like other things related to the Internet, the tide could change drastically.
So does this mean that the fate of B2B marketing solutions that falls underneath the category of email marketing is forever tainted with uncertainty? Thankfully, no. Here are some ways to ensure that your B2B marketing solutions and strategies reach their target audience even if the new Gmail update proves in the future to have a negative impact on email marketing:
For B2B marketing solutions that will give your business a competitive edge, visit Salesfusion.
Thanks to Carol Harper for this guest post