At this point, you've probably heard about Gmail's new inbox. Although it's still too early to tell what impact the new tabs will have on your nonprofit email marketing, you may be wondering if there's anything you can do to be proactive with the Gmail subscribers on your list.
The first thing you can do is to continue to send relevant, valuable content to your donors, supporters, volunteers, and everyone else who has signed up to receive emails from your organization. This is the content people will look for regardless of which tab Gmail sends it to.
Next, you may consider sending an email to your Gmail subscribers showing them how to move your emails to the Primary tab.
Here's a sample email that you can modify to match the voice of your organization or copy and paste (just be sure to make changes where appropriate) and send to your Gmail subscribers. It explains the recent changes to Gmail's inbox and what your customers should do to move your emails into their Primary tab if they'd rather get your emails there. Here's the sample nonprofit email you can use. Just remember to change the bold sections appropriately for your situation before sending:
Subject line: Did Gmail put this email where you want it?
[Dear subscriber/first name],
As you may know, Gmail recently rolled out a newly designed inbox. If you've been using the new design, you also know your emails are now being sorted into three tabs - Primary, Social, and Promotions - with two additional tabs, Updates and Forums, available from the Configure inbox section of your Gmail Settings.
You may also have noticed that [my/our] emails, maybe even this one, now appear in your Promotions or Updates tab. If you'd rather receive the emails [I/we] send in your Primary tab, it's simple to tell Gmail where these emails should go.
*Drag and drop [my/our] email into your Primary tab and click "yes" when Gmail asks if you'd like future messages from this email address to go to your Primary tab.
[I/We] hope this information helps. If you have any additional questions please let [me/us] know.
[Your name/organization name]
That should do the trick! If you're a Constant Contact customer, we created a special template you can use as well.
How to find the "New Gmail Tabs" template:
Just log in to your account, create a new email, and type "Gmail" in the search box. You'll then be able to select the "New Gmail Tabs" template.
Here's how to create a list of your Gmail subscribers:
Go to the Contacts section of your Constant Contact account. Search for email addresses ending in "gmail.com" and save the search results as a new list which you can label "Gmail Subscribers." That way you'll be able to send this email to just your Gmail subscribers.
Aside from teaching your readers about Gmail's new inbox, it has never been more important to offer relevant, helpful content that your supporters will thank you for.
As Constant Contact’s Content Developer, Ryan Pinkham helps small businesses and nonprofits recognize their full potential through marketing and social media.