The above is just one type of topic card. Gmail refer to this block of information as a topic card. The expiry date is used to feature the email a second time within 3 days of the deal expiring. This is automatically prefixed with the word code. It can be any text and unlimited length, though truncated if it takes too much space.
The image to feature, animated images not supported in a bundle. For example, it could be a profile picture of the sender and varied on a per user basis. This can be any image the brand decides, typically the brand logo, though it doesn’t have to be. The brand must provide the topic card content with some extra code in the email template, simple enough for anyone with a little html knowledge to add. The information shown is directly controlled by the brand and not Gmail. Gmail picks what is best for each user, based on how the user has previously engaged with the sender and most likely factors such as the offer and the expiry date. Based on Gmail’s AI and algorithms to decide which emails are most appropriate to feature. The choice to place an email in a bundle is at Gmail’s discretion. The best method to verify how much value they bring is A/B testing. There are no metrics directly available from Gmail about promotions bundle performance. The bundles format and top of promotions tab positioning means this will almost certainly provide stronger uplifts than preheaders. GetResponse report an average 29% open rate increase with use of preheader though in reality different brands see varying levels of success. Subject lines are critical to email success and preheaders are effective too at increasing open rate. Until now the only option for brands to get their message across from within the inbox view was subject line and preheaders. Google shared that Gmail web version support for promotion tab bundles will be added in 2019 Q2. In addition to from name and subject line, users will be shown a logo, image, discount offer, coupon code and offer expiry date. Gmail is huge.īundles feature selected brand emails at the top of the promotions tab inbox view on the Gmail App (currently). By comparison Outlook stands at 400 million. In October 2018 Gmail reported reaching 1.5 billion users. Given the relative simplicity of implementation, this could well turn out to be the biggest news for 2019.Īnd because of the sheer number of inboxes Gmail control, this email innovation is important, even when for the Gmail client only. Without much fanfare Google announced to the world at a conference in Holland a new way that brand emails can be featured in the Gmail Promotions tab.
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