More on Gmail tabs

Yesterday I wrote about the interesting results of several studies on the effect of Gmail’s new “tab” features, specifically is it pertains to mobile/small-screen devices. Today, a great analysis of the 3-million user ReturnPath study came through to my own inbox by way of Ayaz Nanji at MarketingProfs.com.

Not surprisingly, fewer marketing messages were tagged as spam; instead being tagged as promotional. While that’s a slight improvement, the real victory is getting to the inbox – which now requires end-user action (setting a particular vendor’s messages as inbox-worthy).

The report also goes on to indicate that very few people message around with their tabs – demonstrating the lack of understanding of this feature among users. The whole purpose is to customize how you consume email; but users seem to be content with what Gmail defaults to – great market research by Google (probably); but also a growing gap in knowledge among consumers as gmail becomes pervasive.