Gmail announces new "Inbox" product

Gmail announced today on their blog a new product “Inbox” to help make the inbox more useful and more of a center of activity.
“We get more email now than ever, important information is buried inside messages, and our most important tasks can slip through the cracks—especially when we’re working on our phones. For many of us, dealing with email has become a daily chore that distracts from what we really need to do—rather than helping us get those things done.”
Inbox lets people organize their emails to help them get things done. Creating tasks, organizing threads and discussions, all of that can now be done in this new application.
 

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June 2014: The month in email

Each month, we like to focus on a core email feature or function and present an overview for people looking to learn more. This month, we addressed authentication with SPF.
We also talked about feedback mechanisms, and the importance for senders to participate in FBL processes.
In our ongoing discussions about spam filters, we took a look at the state of our own inboxes and lamented the challenge spam we get from Spamarrest. We also pointed out a post from Cloudmark where they reiterate much of what we’ve been saying about filters: there’s no secret sauce, just a continuing series of efforts to make sure recipients get only the mail they want and expect to receive. We also looked at a grey area in the realm of wanted and expected mail: role accounts (such as “marketing@companyname.com”) and how ESPs handle them.
As always, getting into the Gmail inbox is a big priority for our clients and other senders. We talked a bit about this here, and a bit more about the ever-changing world of filters here.
On the subject of list management, we wrote about the state of affiliate mailers and the heightened delivery challenges they face getting in the inbox. We got our usual quota of spam, and a call from a marketer who had purchased our names on a list. You can imagine how effective that was for them.
And in a not-at-all-surprising development, spammers have started to employ DMARC workarounds. We highlighted some of the Yahoo-specific issues in a post that raises more questions.
We also saw some things we quite liked in June. In the Best Practices Hall of Fame, we gave props to this privacy policy change notification and to our bank’s ATM receipts.
We also reviewed some interesting new and updated technology in the commercial MTA space, and were happy to share those findings.

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Delivering to Gmail

Gmail is a challenge for even the best senders these days.
With the recent Gmail changes there isn’t any clear fix to getting open rates or inbox delivery back up. Some of it depends on what is causing Gmail to filter the mail. Changing subject lines, from name, from address may get mail back to the inbox in the short term, but it only works until the filters catch up.
What I am seeing, across a number of clients, is that Gmail is doing a lot of content reputation and that content reputation gets spread across senders of that content.  That means you want to look at who is sending any mail on your behalf (mentioning your domain or pointing at your website) and their practices. If they have poor practices, then it can reflect badly on you and result in filtering.
From what I’ve seen, these are very deliberate filtering decisions by Google. And it’s making mail a lot harder for many, many senders. But I think it is, unfortunately, the new reality.

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More from Gmail

Campaign Monitor has an interview with Gmail looking at how to get mail to the Gmail inbox. It’s a great article and I think everyone should go read it.
One of the most important things it talks about is how complex filters are.

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