Just In: Gmail Introduces Inbox Priority

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Gmail has introduced a new way for its users to combat spam and unwanted emails called ‘Priority Inbox’. This new feature is currently in beta, but will be rolling out to its users within the next week.

What is ‘Priority Inbox’?
Priority Inbox is a way to organize a Gmail inbox using the user’s interactions to decide whether an email is important or not. Gmail will automatically categorize emails into three sections, “Important and unread”, “Starred” and “Everything else”, depending on a number of factors.

Priority will be given to those who are emailed the most, emails that are opened and replied to and those that the user choose to increase priority for. Gmail users can also decide which emails they want to increase or decrease priority on.

What does it mean for Email Marketers?
The new feature may impact Gmail open, click and conversion rates if the emails are missed in the Inbox due to the new categorization structure. To overcome this new challenge, marketers need to make sure they are sending timely and relevant emails that users want to receive. Segment out your Gmail recipients and include a customized message to tell them to make sure and give priority to your emails so it doesn’t get lost in the Inbox.

For more information about ‘Priority Inbox’, read the Gmail blog.

Many thanks to Sharmila Sorenson for this important & timely update.