Gmail is the largest ISP in the world with over 900million active subscribers today. They have continued to grow in the space with interactive and new designs with a focus to improve the overall customer experience. This includes the use of email tabs, interactive call to actions within an email, and possible future enhancements.
What is Happening: This Gmail only enhancement will cut an email template down to only 100 KB of code rendered. The remaining part of the code is ‘Clipped' and the following message is rendered within the UI and Mobil device.
How does this Impact a Sender: Cutting off the bottom half of a message will eliminate the option for a user to access the footer of a promotional or transactional message (Depending on the message size). For context, every footer contains the following information:
- Unsubscribe Link: Not having easy access to this information can negatively impact the customer experience. This is because Gmail does not offer or support an FBL (Feedback Loop) to handle a user’s complaint. A solution, depending on the length of email, is to add an unsubscribe link to the top part of the email template.
- Engagement Pixel: Revinate appends an image pixel to the bottom of every email template. This image pixel is how we define an ‘Open’ within an email client. Because of this, open rates at Gmail can often times look like it is performing worse than other ISPs.
- Preference Center: Depending on an email program, offering a preference center is important for a hotel who want to give the user some flexibility to adjust future communications. Not having this link available, can increase the chance of a customer preferring to opt out or marking a message as Spam in Gmail.
How to Test: The easiest way to test in within your Revinate Account! Under the Preview section, within an email template, you can find various Gmail related renderings. These renderings will display where the message will potentially be ‘Clipped’ within Email Client.
How to Avoid This From Happening: Keeping a message short will help mitigate the chances of it getting clipped within Gmail. This means keeping the template down to one and a half scrolls.Anything longer than that will increase the chance of your message getting clipped by Gmail.