Michael Kors smartly addressed the recent changes Gmail made to its email platform, because as the question above relayed some people are so busy they may not have even noticed. What did Gmail do?
Gmail divided all your incoming emails into three categories:
- Primary: Emails from known contacts (friends, family, work)
- Social: Emails and notifications from all social platforms including Facebook, Twitter, LinkedIn and Pinterest
- Promotions: Emails from online retailers, travel sites, etc.
While this does unclutter my desktop inbox, I often forget to even look at the other tabs. While browsing Gmail on my mobile, all messages flow into one feed, so when I get home and check my messages again on my desktop — I get confused.
“Didn’t I see an email for a $50 spa day earlier? Where did it go?”
I’m also more likely to make an online purchase on my desktop when I get home. And if that Michael Kors email is not in my Primary tab, but in Promotions — it’s forgotten.
This is obviously affecting retailers’ email open rates and conversion, such as Michael Kors, who decided to get in front of the challenge with this email sent to its users. They wisely illustrate how to move ALL Michael Kors emails to Primary going forward with 2 simple steps — Drag and Confirm:
Michael Kors clearly demonstrates an email best practice — communicating changes to your subscribers, and provides a solution in 2 Easy Steps. Michael Kors, you’ve made my DigiDay! And yes, I will move you to “Primary”.