The dark side of Gmail for email marketers
Latest posts | Feed | By Mark Brownlow
Ken Magill gets some expert views on just how big the Gmail problem is.
The "Gmail problem" is the fact that Google runs text ads next to emails being read by users of its popular Gmail webmail service.
The actual ads shown depend on the textual content of the email. So your marketing message can cause ads for your competitors to appear alongside.
One way to avoid this is to put your content in a graphic. But Gmail blocks images by default, unless the reader requests them to do otherwise.
You might consider writing copy in such a way as to avoid the words that will likely trigger competitive ads.
I don't mean cryptic or silly copy that takes a term like "lipstick" and turns it into "fashion device for enhancing lip presentation."
But consider Gmail-specific emails that are not upfront "here's the product name, here's the offer" in style. It'll take a little more imagination, but might ensure the recipient focuses on your message and not on the ads next to it.
The "Gmail problem" is the fact that Google runs text ads next to emails being read by users of its popular Gmail webmail service.
The actual ads shown depend on the textual content of the email. So your marketing message can cause ads for your competitors to appear alongside.
One way to avoid this is to put your content in a graphic. But Gmail blocks images by default, unless the reader requests them to do otherwise.
You might consider writing copy in such a way as to avoid the words that will likely trigger competitive ads.
I don't mean cryptic or silly copy that takes a term like "lipstick" and turns it into "fashion device for enhancing lip presentation."
But consider Gmail-specific emails that are not upfront "here's the product name, here's the offer" in style. It'll take a little more imagination, but might ensure the recipient focuses on your message and not on the ads next to it.
Permalink | August 02, 2006 |
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