Increase engagement with New Gmail ‘Inbox’ and Outlook Mobile Apps

About half of the email users are now opening their emails on mobile devices, with this increasing engagement on mobile devices major email providers like Gmail and Outlook are continuously launching new mobile apps and upgrades to make reading, writing and organizing emails easier and quick.

Outlook recently raised curtains introducing its new mobile application for iOS and Android users in an effort to be the primary email app for users on the two largest mobile software platforms. Gmail has continued to revolutionize the email industry by launching the app Inbox, offering users more power over their email and daily schedule management. Both apps are in direct competition with the native “Mail” apps on iOS and other similar apps on Android.

These apps are successfully delivering the benefits to daily email users, but then also marketers have valid concerns about deliverability. But looking closely to the performance of Gmail and Outlook apps, they do not actually cause the end for email marketers.

Reason Behind Marketers’ Concern

new-gmail-lookUpdates like Gmail’s “promotions” tab, Outlook’s “focused” and “other” folders or the new pinning or bundling features on Google’s mobile app ‘Inbox’ are introduced with the thought of serving ease to the marketers and consumers. Most marketers’ immediate concern is that it will have a negative impact on email marketing programs. They tend to make marketers believe that they’ll have to change their entire email marketing strategy. Many even feels that with these updates consumers will find it even easier to avoid opening a marketing mail.

This concern is not reasonless. Mobile email opens and clicks have fluctuated over the years, and in the fourth quarter of 2014 reported the mobile email opens saw a growth with mobile clicks account for almost 40% of all email clicks, largely due to responsive design.

Positive Deliverability

Along with rise in email clicks, mobile conversion rates from an email click grew 70% in the fourth quarter of 2014. Despite valid concerns, marketers should rather be pleased that the updates by Google and Outlook apps are making life easier for mobile users.

Firstly, the app’s entire look and feel makes opening an email easier than ever. Secondly, when consumers snooze an email, a reminder is saved which reminds them about it when they reach a certain place, which provides an opportunity for marketers to offer real-time, in-store offers. Lastly, anytime a consumer receives an email in the predetermined bundles, that bundle will appear on the top of the inbox, making all the emails in that group easily identifiable.

In Outlook app also marketers can find many beneficial things like “focused” and “other” folders are designed to be smart in a way that they group messages based on the frequency with which users interact with the sender.


Similarly, Outlook’s app is likely to have some benefits for marketers. Outlook’s “focused” and “other” folders are designed to be smart in that they group messages based on how often users interact with the sender. So, if a consumer is opening and clicking emails from a certain marketer most often, those emails will appear as “focused” rather than “others”.

As a result, these apps will help marketers to get more out of their active audience and keep them active. An ISP can now easily determine if a user is seeing or not seeing their emails or is simply disinterested. So, marketers can learn more about their audience by being more active. Filtered list leads to more accurate data and more deliverability.


With effect from April 21, Google will include mobile-friendliness as a ranking signal, emphasizing the importance of having a mobile friendly website. This change- along with updates to Gmail and Outlook apps- proves the increasing role mobile is playing in marketing. Thus, it has become one of many other reasons to move towards adaptation of new email-marketing ecosystem. Integrating responsive design in their marketing strategy will help marketers reach the right audience at right place and time.

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