Is Email Dead (Again)?

bigstock-Corpse-5448632I’ve received a number of emails from subscribers in response to headlines like:

  • Google Slaps Businesses
  • Gmail Deals Death Blow to Marketers
  • Email Is Dead
  • Google Deals a MAJOR Blow to MOST Business Emails

They are all overly dramatic headlines in response to the new Gmail interface and they are freaking people out.

Some massage therapists have been sending out regular communication to their contacts. (If you’ve been following this newsletter, you’ll already know that everyone should be doing this.) And they’re afraid that their efforts are going down the toilet.

If you’re not aware of the issue, here’s the scoop in a nutshell:

Gmail has changed their email interface and sorts your mail for you into tabs. I’ve been using the new Gmail interface since shortly after it was released in Beta. I actually like it and and can assure you that it’s not going to impact businesses in any significant way.

Firstly, not everyone uses Gmail. Only about 1 in 5 subscribers to this BodyworkBiz newsletter, for example, are Gmail users.

Secondly, it gives Gmail users a better way to manage their email reading, so when they click on the Promotions tab, for example, they are in a buying state and not simply ignoring your email as they look for messages from friends and family.

Here’s what one company has sent to all their Gmail subscribers (see below) and if this new interface is a concern for you, you may want to model this and send a similar email specifically to your Gmail subscribers…

Not sure if you’ve heard the news, but Gmail is making changes to how your inbox looks that may prevent you from seeing emails from us. Even if you haven’t seen this feature yet, sooner or later all Gmail users will automatically have it. 

Gmail will be automatically filtering any email communication from us so you won’t see it.(And we thought Google knew everything…Don’t they know you asked us for valuable tips and strategies to grow your business?!)

Until now, everything was categorized how you wanted it, but now, Gmail has decided to put on a new feature that filters your email how they see fit. So we want to make sure you know exactly what to do to take charge of your inbox.

Here’s What You’ll See:


In the tabs above your inbox, Gmail will put your emails into 5 categories:

  • Primary
  • Social
  • Promotions
  • Updates
  • Forums

The problem is, Gmail will automatically put the messages we send you into “Promotions” and you won’t see them because they won’t appear in your inbox.

How To Take Back Your Inbox:

Gmail does make it easy to change this to take back control of your inbox. When your inbox changes, here’s what you can do to make sure we stay connected.

  1. Find one of our emails in “Promotions” and drag it into “Primary”
  2. A pop-up will appear to ask if you want to do this for all future messages. Click “Yes”.

That’s it – now you’re all set – Gmail knows we’re friends! And now, you won’t miss any of our messages to you 🙂

[Eric’s note: If you are a Gmail user and are reading this email in your Promotions folder, you can follow the instructions above to see how it works, but I don’t mind being in your Promotions folder either.]

Oh, and by the way – here’s a final tip if you’d like to totally get rid of this new feature:

  1. Go to “Settings” [the icon on the top right corner of your screen above your inbox] and select “Settings.”
  2. Click on the “Inbox” tab and “Unselect” all categories but “Primary” and then click “Save Changes.”

And that is it – your work is done.

Email as a marketing tool is pronounced dead on a regular basis, but in fact it is still very much alive and well. Don’t let the current headlines about Gmail freak you out. Carry on and communicate with your contacts regularly. It’s still one of the most cost effective things you can do to build your practice.