{"id":6316,"date":"2024-02-01T16:20:24","date_gmt":"2024-02-01T16:20:24","guid":{"rendered":"https:\/\/tup.kxe.temporary.site\/the-secret-weapon-email-marketers-should-use-in-2024\/"},"modified":"2024-02-01T16:20:24","modified_gmt":"2024-02-01T16:20:24","slug":"the-secret-weapon-email-marketers-should-use-in-2024","status":"publish","type":"post","link":"https:\/\/okdesign.ca\/fr\/the-secret-weapon-email-marketers-should-use-in-2024\/","title":{"rendered":"The secret weapon email marketers should use in 2024"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div>\n<p>How many emails do you think your most valuable Gmail users received on average per day in Q4? I\u2019m guessing it was at least one hundred, with many revenue-seeking messages landing in the Promotions tab for mass deletions and\/or general oblivion.<\/p>\n<p>It would have been nice to have a way to stand out in that crowd, right? Well, this is where I tell you that there is a way \u2014 in fact, there\u2019s been a way for a few years, but it\u2019s the rare email marketer who knows about it, let alone takes advantage of it.<\/p>\n<p><!-- \/1038259\/MT_Post-text --><\/p>\n<p>I\u2019m talking about <a rel=\"nofollow noopener\" href=\"https:\/\/developers.google.com\/gmail\/promotab\/overview\" target=\"_blank\">Google Annotations<\/a>, a feature that lets email marketers use markup to add things like carousel images, discounts, expiration dates, and more to emails in the Promotions tab.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-the-benefits-of-google-annotations\">The benefits of Google Annotations<\/h2>\n<p>Finding examples can be a bit like looking for a needle in a haystack since (as mentioned) most email marketers aren\u2019t aware of Annotations. But they can look something like this:<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img data-recalc-dims=\"1\" fetchpriority=\"high\" decoding=\"async\" width=\"546\" height=\"211\" alt=\"Example of an annotated email in the Promotions tab of Gmail\" class=\"wp-image-389850\" srcset=\"https:\/\/martech.org\/wp-content\/uploads\/2024\/02\/Example-of-an-annotated-email-in-the-Promotions-tab-of-Gmail.png.webp 546w,https:\/\/martech.org\/wp-content\/uploads\/2024\/02\/Example-of-an-annotated-email-in-the-Promotions-tab-of-Gmail-200x77.png.webp 200w\" data-lazy-sizes=\"(max-width: 546px) 100vw, 546px\" src=\"https:\/\/i0.wp.com\/martech.org\/wp-content\/uploads\/2024\/02\/Example-of-an-annotated-email-in-the-Promotions-tab-of-Gmail.png.webp?resize=546%2C211&#038;ssl=1\"\/><img data-recalc-dims=\"1\" fetchpriority=\"high\" decoding=\"async\" width=\"546\" height=\"211\" src=\"https:\/\/i0.wp.com\/martech.org\/wp-content\/uploads\/2024\/02\/Example-of-an-annotated-email-in-the-Promotions-tab-of-Gmail.png.webp?resize=546%2C211&#038;ssl=1\" alt=\"Example of an annotated email in the Promotions tab of Gmail\" class=\"wp-image-389850\" srcset=\"https:\/\/martech.org\/wp-content\/uploads\/2024\/02\/Example-of-an-annotated-email-in-the-Promotions-tab-of-Gmail.png.webp 546w,https:\/\/martech.org\/wp-content\/uploads\/2024\/02\/Example-of-an-annotated-email-in-the-Promotions-tab-of-Gmail-200x77.png.webp 200w\" sizes=\"(max-width: 546px) 100vw, 546px\"\/><\/figure>\n<\/div>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img data-recalc-dims=\"1\" decoding=\"async\" width=\"299\" height=\"218\" alt=\"Ecommerce annotated email in the Promotions tab of Gmail\" class=\"wp-image-389851\" srcset=\"https:\/\/martech.org\/wp-content\/uploads\/2024\/02\/Ecommerce-annotated-email-in-the-Promotions-tab-of-Gmail.png.webp 299w,https:\/\/martech.org\/wp-content\/uploads\/2024\/02\/Ecommerce-annotated-email-in-the-Promotions-tab-of-Gmail-155x113.png.webp 155w\" data-lazy-sizes=\"(max-width: 299px) 100vw, 299px\" src=\"https:\/\/i0.wp.com\/martech.org\/wp-content\/uploads\/2024\/02\/Ecommerce-annotated-email-in-the-Promotions-tab-of-Gmail.png.webp?resize=299%2C218&#038;ssl=1\"\/><img data-recalc-dims=\"1\" decoding=\"async\" width=\"299\" height=\"218\" src=\"https:\/\/i0.wp.com\/martech.org\/wp-content\/uploads\/2024\/02\/Ecommerce-annotated-email-in-the-Promotions-tab-of-Gmail.png.webp?resize=299%2C218&#038;ssl=1\" alt=\"Ecommerce annotated email in the Promotions tab of Gmail\" class=\"wp-image-389851\" srcset=\"https:\/\/martech.org\/wp-content\/uploads\/2024\/02\/Ecommerce-annotated-email-in-the-Promotions-tab-of-Gmail.png.webp 299w,https:\/\/martech.org\/wp-content\/uploads\/2024\/02\/Ecommerce-annotated-email-in-the-Promotions-tab-of-Gmail-155x113.png.webp 155w\" sizes=\"(max-width: 299px) 100vw, 299px\"\/><\/figure>\n<\/div>\n<p>Viewers can click on elements to learn and see more without having to open the emails themselves \u2014 although, as you can imagine, getting this kind of enhanced treatment in your emails leads to significant increases in open and click rates.<\/p>\n<p><strong><em>Dig deeper: <a rel=\"nofollow noopener\" href=\"https:\/\/martech.org\/email-marketing-strategy\/\" target=\"_blank\">Email marketing strategy: A marketer\u2019s guide<\/a><\/em><\/strong><\/p>\n<h2 class=\"wp-block-heading\" id=\"h-why-aren-t-they-used-more\">Why aren\u2019t they used more?<\/h2>\n<p>For such a cool feature, there\u2019s a lot of murkiness to wade through. Even after you go through the approval process (more on that in a minute), it\u2019s hard to know if your annotations are working.\u00a0<\/p>\n<p>For one thing, we\u2019ve seen clients attempting to use annotations to get their emails recategorized as Primary (which is arguably better) instead of staying in the Promotions tab and getting the benefit of annotations.\u00a0<\/p>\n<p>For another, an email that might show up annotated on the Gmail mobile app might not be annotated on desktop. One user might get consecutive emails from your brand \u2014 one with annotations and one without. And an identical email might show up with annotations for one user, not another.<\/p>\n<p>All of that is to say that annotations show up very unpredictably, depending on the whims of the Gmail algorithm. That also makes it very hard to measure their ultimate impact.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-steps-for-set-up\">Steps for set-up<\/h2>\n<p>If you\u2019re still interested \u2014 and you should be; even though we don\u2019t have clear numbers, we know annotations lead to improved engagement \u2014 the first step is to go through the approval process to get green-lit by Google.\u00a0<\/p>\n<p>Once you\u2019re approved, you can direct Google to pull certain pieces of metadata (images or promotions) via code, or you can let Google simply pull whatever elements it deems important from the content of the email itself. <\/p>\n<p>We recommend the former, but even if you leave things in Google\u2019s hands, it\u2019s worth going through the approval process. To get started, Google has provided more information on annotating emails in the promotions tab <a rel=\"nofollow noopener\" href=\"https:\/\/developers.google.com\/gmail\/promotab\/overview\" target=\"_blank\">here<\/a>.<\/p>\n<p>It might seem like an unnecessary hurdle to have to submit your brand for Google\u2019s approval. Still, I\u2019m on board with it since the feature is designed for brands that should feature this kind of content (specifically, products and promotions). It works to Google\u2019s benefit and the brand\u2019s benefit to improve the experience for subscribers, and the effect would be diluted with mass adoption from brands whose offerings aren\u2019t that relevant.<\/p>\n<p>Meanwhile, because the feature is relatively under-used, there\u2019s a good chance your competitors are leaving you a chance to take up lots of room in your most valuable users\u2019 inboxes. Anyone who puts annotations into play in 2024 will still be a relatively early adopter, so take advantage of your window while it\u2019s open.\u00a0<\/p>\n<p><strong><em>Dig deeper: <a rel=\"nofollow noopener\" href=\"https:\/\/martech.org\/the-email-marketers-guide-to-effective-marketing-automation\/\" target=\"_blank\">The email marketer\u2019s guide to effective marketing automation<\/a><\/em><\/strong><\/p>\n<h2 class=\"wp-block-heading\" id=\"h-take-advantage-of-this-gmail-feature-and-stand-out\">Take advantage of this Gmail feature and stand out<\/h2>\n<p>With any luck, the Gmail algorithm will get more consistent over time, which will make it easier to quantify the impact of your annotations. But even if that\u2019s slow to develop, know that active annotations give you a way to stand out in a sea of emails. <\/p>\n<p>Combined with smart segmentation and elements of personalization to make your content highly relevant to each subscriber, annotations can be a great source of incremental lift in 2024 email campaigns.<\/p>\n<p><strong><em>Dig deeper: <a rel=\"nofollow noopener\" href=\"https:\/\/martech.org\/new-rules-for-bulk-email-senders-from-google-yahoo-what-you-need-to-know\/\" target=\"_blank\">New rules for bulk email senders from Google, Yahoo: What you need to know<\/a><\/em><\/strong><\/p>\n<p><!-- START INLINE FORM --><\/p>\n<div class=\"nl-inline-form border py-2 px-1 my-2\">\n<div class=\"row align-items-center justify-content-center nl-inline-container\">\n<div class=\"col-12 col-lg-3 col-xl-auto pb-2 pb-lg-0\">\n<p class=\"inline-form-text text-center mb-0\">Get MarTech! Daily. Free. In your inbox.<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<p><!-- END INLINE FORM -->\n<\/div>\n<p><em>Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed <a rel=\"nofollow\" href=\"https:\/\/martech.org\/staff\/\">here<\/a>.<\/em><\/p>\n<p><br \/>\n<br \/><a href=\"https:\/\/martech.org\/google-annotations-the-secret-weapon-email-marketers-should-use-in-2024\/\">Source link <\/a><\/p>","protected":false},"excerpt":{"rendered":"<p>How many emails do you think your most valuable Gmail users received on average per day in Q4? I\u2019m guessing it was at least one hundred, with many revenue-seeking messages landing in the Promotions tab for mass deletions and\/or general oblivion. It would have been nice to have a way to stand out in that [&hellip;]<\/p>","protected":false},"author":3,"featured_media":6317,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"nf_dc_page":"","_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[5],"tags":[],"class_list":["post-6316","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-agency"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.8 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>The secret weapon email marketers should use in 2024 - OK Design<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/okdesign.ca\/fr\/the-secret-weapon-email-marketers-should-use-in-2024\/\" \/>\n<meta property=\"og:locale\" content=\"fr_CA\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The secret weapon email marketers should use in 2024\" \/>\n<meta property=\"og:description\" content=\"How many emails do you think your most valuable Gmail users received on average per day in Q4? 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