You’re not the only one overwhelmed by a zillion emails each day – Google’s developers are too. They’ve also noticed that consumers use their inbox for way more than just reading their email. For many people, their inbox is a virtual hub for daily life – a place to store important reminders, deadlines, documents, to-do lists, and personal and professional messages. Well, Google listened and delivered.
Inbox, Google’s new email app for Android, iOs, and the web, is taking the integration of social, email, and a to-do list to the next level. The app is consistent with Google’s minimalistic design style, but aesthetically more similar to a social network feed than the Gmail inbox look we’re used to.
Pictured on the New York Times,
Inbox features / Impact on marketers
We’ve broken down Inbox’s features from what we’ve heard around the online water cooler. We’re also taking a stab at how it’ll impact email marketers.
Highlights is a big deal feature of Inbox. Similar to most social networking feeds, you’ll see previews of your email messages with important information at-a-glance and photos on the main screen – before you click into the email. Highlights marries email with Google’s rich search functionality and automatically pulls real-time data from the web.
For example, an email from your airline will show real-time updates about your upcoming flight, without you having to click through to the airline’s website. You can click on the email to see the underlying message, but you won’t HAVE to click, and our guess is most people won’t bother to read the underlying message at all.
Impact – Highlights are going to shift the email marketers’ focus from snippet text to snippet content. Instead of scanning “send” names and subject lines, grabbing readers’ attention will take optimized graphics and real-time updates.