Gmail
is currently experimenting with a new grid view, for the promotional emails,
that is set to change Email Marketing. The new view will highlight the images
attached with the email. Email Marketing Agencies will now require focusing on
attractive images also, apart from optimizing the subject lines. The grid view
changes the list view of the emails and replaces the mails with thumbnails. Gmail’s
“promotions” tab will now look more familiar with a folder or a webpage rather
than the traditional mailbox.
Though
the grid view is still in the experimentation phase, market analysts are
speaking with certainty of times when it will be launched completely. The most
important change that will be noticed is the immediate change of focus from the
subject line to the image of the email. In fact, Email Advertising Agencies,
that used long subject lines in attempts of capturing the attention of the
users, will need to rework their strategy as the subject lines will be trimmed
after 75 characters along with the advertiser’s name that will be shortened to
20 characters. Also, with the presence of a highlighted image, the focus of the
user will automatically turn away from the written content. The onus of the
getting the user to open the email will now rest on the image more than the
subject line.
The
tests that were run on the new grid view showed that the techniques that are
currently prevalent in Email Marketing will fall short when the grid view is
activated for all. A number of thumbnails stared blankly without images while a
few others had images that did not have the optimal resolution. Though it is
true that the option of viewing the “promotions” folder in the grid view or
list view will lie at the user’s discretion, most users will definitely chose
the former that will present the folder in a more colorful and attractive manner.
The Email Marketing Service Providers would
do well to start their preparations with proper images, so that when the story of
the promoted brand starts being told by the images, they are not left wanting
in quality.
The main purpose of an advertising campaign is to convey or deliver the product gyan to those customers who have spending ability to purchase the advertised product or brand (if at all they are convinced or persuaded by the ad message). To existing customers, the product gyan will be delivered as additional information to what they already know or understand about the brand. However, for new customers the product gyan is the first source to extract an idea about the brand, its usages, features or benefits. An advertising activity educates the customers to a great extent about the product and its plus points.
Advertisers use various tools and techniques to convey the product gyan to customers. Some advertisers adopt home based tools of advertising such as television, radio, print media, internet etc, some use out of home tools of brand advertising such as billboards, posters, electronic kiosks, transit displays etc. There are again some sections of advertisers who advertise their brands through customized modes of promotion such as mobile phone devices, internet media etc. A plethora of choice in terms of media vehicle is not a big concern. As long as the brand message is delivered to customers, any means of advertising can be adopted for the promotion purpose of the brand.
In terms of techniques, advertisers are not limited to use a single technique of brand advertising. It is authentic to use any technique of Advertising if the very technique gels with the features or benefits of the brand. The only concern which advertisers should keep in mind is to launch the promotion campaign with an innovative approach. Yes, the brand communication should be themed upon an innovation so that customers find something new or different in the advertised brand. Presenting the same brand advertising idea or concept over and again to customers may probably result to boredom for the customers. A different idea of brand promotion framed as a sparkling brand communication and launched through an interactive media vehicle, that’s how a real ad campaign is launched.
