how gmail tabbed inbox and categories can hurt your saas business... and what to do about it

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What are GMail Categories & Tabbed Inbox, Why You Should Care a quick lesson presented by Lincoln Murphy

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Post on 26-Jan-2015

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For SaaS businesses, email is still a significant channel for communicating with users, customers, and prospects. But did you know that GMail is making a lot of changes lately - namely Tabbed Inbox and Categories - and they have the potential to hurt your business? If you rely on email for anything from marketing to sending invoices, status updates, or letting your users reset their login credentials, these changes could have a huge impact on your SaaS business. In this presentation, I give you several things you can do to overcome these changes, from educating your audience on the changes to identifying who on your list is using GMail (even if they have a custom domain). Good luck out there.

TRANSCRIPT

Page 1: How gmail Tabbed Inbox and Categories Can Hurt Your SaaS Business... and what to do about it

What are GMail Categories & Tabbed Inbox, Why You Should

Carea quick lesson presented by Lincoln Murphy

Page 2: How gmail Tabbed Inbox and Categories Can Hurt Your SaaS Business... and what to do about it

http://sixteenventures.com Copyright© 2013 Sixteen Ventures. All Rights Reserved

GMail Tabbed Inbox

Page 3: How gmail Tabbed Inbox and Categories Can Hurt Your SaaS Business... and what to do about it

http://sixteenventures.com Copyright© 2013 Sixteen Ventures. All Rights Reserved

GMail Categories

Page 4: How gmail Tabbed Inbox and Categories Can Hurt Your SaaS Business... and what to do about it

http://sixteenventures.com Copyright© 2013 Sixteen Ventures. All Rights Reserved

Page 5: How gmail Tabbed Inbox and Categories Can Hurt Your SaaS Business... and what to do about it

http://sixteenventures.com Copyright© 2013 Sixteen Ventures. All Rights Reserved

Why you should care★Your customers won’t see your Transactional Messages★Your customers won’t get important messages from you★Your Free Trial users won’t get your follow-up messages★Your potential customers won’t see your marketing messages★A fantastic and useful channel of communication with your customers could be negatively affected★This is affecting - right now - people who actually want to get emails from vendors, marketers,.... and maybe even you.★This is occuring without their explicit permission (or at least action)

Page 6: How gmail Tabbed Inbox and Categories Can Hurt Your SaaS Business... and what to do about it

http://sixteenventures.com Copyright© 2013 Sixteen Ventures. All Rights Reserved

What Should YOU Do?

★All the regular things that ensure (help) email delivery.★From the very beginning, start a conversation that will get them to respond so that - regardless what they use for email, you have a relationship with them★Don’t blast unwanted, ego-centric garbage that no-one wants; always add-value!★After every action where you’ve collected their email address, provide very specific instructions on how to ensure your messages get to where they see them

Page 7: How gmail Tabbed Inbox and Categories Can Hurt Your SaaS Business... and what to do about it

http://sixteenventures.com Copyright© 2013 Sixteen Ventures. All Rights Reserved

Get Data-Driven...

Page 8: How gmail Tabbed Inbox and Categories Can Hurt Your SaaS Business... and what to do about it

http://sixteenventures.com Copyright© 2013 Sixteen Ventures. All Rights Reserved

What Should YOU Do?★Send a personal email to your users, one-by-one, so there’s no autoresponder or bulk mail markers and get them to turn off the settings in GMail★Popup a message / video for everyone on next login that says “If you use GMail...”★Popup a message / video for anyone that has a GMail account★Use your imagination...

Page 9: How gmail Tabbed Inbox and Categories Can Hurt Your SaaS Business... and what to do about it

http://sixteenventures.com Copyright© 2013 Sixteen Ventures. All Rights Reserved

What Should Your Customers Do?

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Page 10: How gmail Tabbed Inbox and Categories Can Hurt Your SaaS Business... and what to do about it

http://sixteenventures.com Copyright© 2013 Sixteen Ventures. All Rights Reserved

What Should Your Customers Do?

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Page 11: How gmail Tabbed Inbox and Categories Can Hurt Your SaaS Business... and what to do about it

Thank You!

Lincoln MurphySixteen Ventures

[email protected]://sixteenventures.com

@lincolnmurphy