Since Google pushed out its new tabbed email design earlier this summer, organizations that make lots of money off of marketing emails have moved beyond the grumbling phase, and have started trying to get out of that promotions tab, which siphons the money-making messages away from the best inbox real-estate. In the new (entirely optional for now) version of Gmail, the default "Promotions" tab collects all of "your deals, offers, and other promotional emails." That means messages from Seamless, Groupon, and any other peddling entity don't land in the "Primary" tab, where the most important and most opened emails land. While few consumers are worried about that they might not see emails hawking deals and menu items — it's nice of Google to filter out the junk for us — non-profit organizations that raise money for worthy causes by sending out pleas to large But, non-profits have also found their emails relegated to the tab. While some have argued the alarm is overblown, these organizations have started acting. Here's how:
The Clever Email Tactic
Hoping to catch the eye of people who actually open marketing emails, certain companies have decided to put a plea right in the email, like this message from Seamless to Buzzfeed's Hilary Reinsberg.
Groupon and SnagaJob.com have used similar tactics, hoping to entice the valued customer who bothered to click over to promotions and open the message. But that's just a temporary solution. To get a more permanent fix, these organizations are asking more of these precious eye-balls than just a quick read.