Gmail’s recent switch to a promotions tab has generated a fair amount of buzz. Some researchers have taken an early look at what the changes have meant for email marketers, suggesting that they shouldn’t worry too much for now. Open rates may have been negatively affected (depending on the research), but value per open may turn out to increase, at least according to one source. Following are two perspectives on the change.
An interesting piece comes courtesy of Sailthru, which analyzed more than 70 million campaign messages for its analysis. The researcher notes that many of its clients are commerce clients, for whom seasonality is a big issue. As a result, open and engagement rates differ significantly for them from one week to the next throughout the year, making a simple before/after analysis ineffective. Read the rest at MarketingCharts.