Email marketers, take note: Relevant headlines are more important than ever to reaching on-the-go Gmail users. Google has announced that it is brining its priority inbox features to mobile mail users.
The company says it is bringing the Priority Inbox to mobile users because tiny screens make it especially difficult to find appropriate messages in an inbox. “Now, once you set up Priority Inbox in the desktop version of Gmail, you’ll see Priority Inbox sections when you visit gmail.com from your phone’s browser and click on the 'Menu' screen,” the company explains.
As Brafton reported, the Gmail Priority Inbox was unveiled last September to help users find the messages most relevant to them. Priority features up the ante in terms of offering fresh and timely email marketing content – and not just among Gmail users.
Filtered inboxes are increasingly common. As Brafton has reported, Microsoft also launched a feature that helps reduce “inbox clutter,” and we covered Yahoo's recent announcement that it uses “idle time” to prioritize users' inboxes, as well.
Brands must offer relevant email content to catch the interest of subscribers and get their messages to the top of users' inboxes. Creating email messages that cater to mobile readers could be especially important in light of Google's new Priority Inbox for mobile. As Brafton reported, new data from comScore shows that mobile email usage has seen significant gains in the past year.
It's worth noting that a Harris Interactive study shows mobile web searchers are more likely to look for local information, so branded messages should be planned accordingly.
