News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
Google Gmail search trial adds to benefits of sending confirmation emails
Sending confirmation emails to customers reinforces a brand and can lead to repeat purchase, among other things, but there's soon to be a new benefit to sending out confirmation emails, particularly to those customers who use a Gmail account.
Earlier this year, Google began "field trials" limited to @gmail.com users in the U.S. The feature being tested is one that will show results from a user's Gmail when a search is conducted in Google. Initially the search was limited to just flight information, but Google has recently announced this has been expanded.
"In addition to searching for [my flights], you can now search for [my purchases] to see a list of recent online purchases from select merchants and track the packages to see if they've arrived yet," says Google. "You can also quickly check your holiday travel plans by searching for [my hotel reservation] or [my restaurant reservations] if you booked through OpenTable, and search for [my events] to easily see information from Ticketmaster or Eventbrite about your upcoming concert, sports game or other event."
Once rolled out, Google's universal search could mean Gmail users see more of confirmation emails they receive from retailers and travel companies. Marketers should ensure those emails work hard to attract repeat business and drive loyalty, as well as having creative longevity that will keep them useful and informative for a long time after a sale or enquiry.
According to Sagar Kamdar, Director of Product Management for Google's 'Universal Search', the new feature will double the amount of data Google is searching, stating that the total Gmail data is approximately the same size as the existing search corpus.
This trial is currently only accessible on https://www.google.com in the U.S. in English for @gmail.com addresses and is not available on Google Apps accounts.
- Top 3 tips for a more earth friendly marketing campaign
- Local Brands: Why SEO needs an upgrade
- Ad Roundup: Releases for content monetization
- In ecommerce, personalization missing the mark
- Product imagery on retailers' mobile sites lags desktop versions
- Why the press release is (still) not dead
- Expert: Why B2Bers need social
- Is your branded content memorable?
Featured White Papers
- Learn Why 83% of Advertisers Are Reporting Superior Outcomes With People-Based Ads
Traditional digital display advertising doesn't work. The information in this report is based on an online survey of 350 senior...
- 2016 Email Marketing Metrics Benchmark Study
To build a world-class marketing program, it's crucial to compare yourself to the best performers - but competitor data can...
- 10 Ways to Use Customer Lifetime Value to Reinvent Your Marketing Strategy
CLV insights can help you to attract high-margin customers, target clusters of customers with untapped value, and retain high-value customers...
- 16 Innovative Loyalty Programs of 2016
Engaging customers in a loyalty program is no easy feat. Read how 16 brands grabbed headlines in 2016 by launching...