Gmail Introduces New Promotion and Purchase Tracking View Ahead of Peak Season
November is just around the corner, marking the start of the Black Friday and festive shopping season. As spending surges, so does the influx of promotional and post-purchase emails. But Gmail is here to help users keep track of important messages with its latest updates.
The changes are set to streamline the user experience with improvements to the Promotions category. As well as a new view to quickly see purchase and delivery emails in one place.
Stay on top of delivery and tracking updates
Google has rolled out a new view that organises purchase and delivery emails in one easy-to-access section.
This allows users to keep track of any upcoming packages without having to spend time searching for individual emails.
As well as this new feature, Gmail will continue to display any upcoming deliveries due within the next 24 hours at the top of the primary inbox. Purchase emails also include summary cards, which were introduced back in 2024. Summary cards display real-time updates for delivery tracking, event reminders, and bill due dates.
Users can connect with brands that they engage with the most
For over a decade, Gmail has remained ahead of the curve by automatically sorting emails into organised categories. These include:
- Primary - messages from known people and other important emails
- Social - notifications from social media platforms
- Promotions - special offers and promotional emails
- Updates - automated email confirmations
- Forums - emails from online forums or discussion boards
Google recently introduced a new feature within the Promotions category that allows users to sort by ‘most relevant’. This means that messages from brands that have been interacted with the most will take precedence over the most recent emails.
In addition to this, messages will include helpful ‘nudges’ to highlight any deals or time-sensitive offers not to be missed. While these new updates are designed to streamline inboxes, users can also choose to sort by ‘most recent’ messages if they prefer to.
What do these changes mean for marketers?
The recent updates are predominantly user experience-focused, with little implications for marketers. However, the Promotions category changes could impact brands with unengaged subscriber lists.
As users can sort by ‘most relevant’, it could reduce the visibility of messages from brands with which they engage less frequently. However, this isn’t all bad news.
With a few simple steps, you can ensure that your messages remain at the forefront of users' inboxes.
- Maintain engaged subscriber lists
- Send timely, relevant messages
- Personalise content based on user behaviour and interests
Get peak season ready with SaleCycle
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Looking to make this Black Friday the best one yet? Discover our Black Friday Survival Guide for key insights and tips to maximise sales.
