Marketers are still trying to figure out the ramifications of Inbox by Gmail, Google’s new webmail and mobile app email client that’s geared for advanced, heavy-users of email. In his latest column for ClickZ, BrightWave CEO Simms Jenkins interviews Ryan Phelan of Acxiom, Jay Jhun of BrightWave, and myself about the new mobile email app.
In this second of a two-part series, Simms asks us:
- What advice do you have for email marketers that may be panicking because of Inbox or ready to seize the new opportunities presented?
- After a decade of inbox staleness, the email channel has evolved quite a bit over the past few years—what’s next?
I encourage marketers not to panic. The rollout of Inbox by Gmail will be slow, and won’t be felt by marketers in any significant way until well into next year. Retailers in particular should not let Inbox distract them from executing their holiday email marketing plans.
Regarding innovation, I see much of the future innovation centered around mobile email clients, because that’s where the growing audience is. We’re also likely to encounter many challenges as wearables take off. Email rendering on watches, on glasses, and via earpieces will add new dimensions to responsive email design.
For all the details, check out the full interview on ClickZ.com.
3 Email Marketing Experts Discuss Impact of Inbox by Gmail: Part 2
