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Advocacy groups want out of Gmail’s ‘promotions’ ghetto

From The Washington Post:

Gmail shook up users’ e-mail recently, moving “social” and “promotion” e-mails out of the primary inbox and into their own tabs.

The promotions tab has some digital activists up in arms because it lumps together advocacy e-mails with commercial marketing requests and essentially exiles them to an inbox ghetto. Sure, the promotions tab isn’t quite the junk mail folder. But it’s natural to assume e-mails sent there will get less attention than those routed to the primary inbox.

In fact, you don’t even have to assume. A preliminary study from e-mail marketer MailChimp saw a measurable downtick in the open rates of e-mails sent to gmail users immediately after it was rolled out to a wider audience.

Read the rest at The Washington Post.

Posted on August 22, 2013 in
email strategy, google+.