The humble subject line is about to get a major facelift with the impending release of Gmail Grid View. At the time of writing, Grid View is still in open beta.

Pictures for promotions

Within the Promotions tab, emails will no longer simply be listed by words and sentences contained in a subject line.

Gmail Grid View introduces a visual element that Google says will make it easier for users to find messages that will be most interesting to them “by giving them more to go on than just subject lines.”

Emails appearing in the Promotions tab will have the ability to display an image, along with key elements that marketers can define in a Pinterest/Tumblr style configuration.

More marketing manoeuvrability

The new view will feature infinite scrolling to make scanning through multiple messages easier. Marketers will be able to define attributes including feature and hero image, company name, logos and subject line. 

Gmail Grid View provides an opportunity to be more creative with enticing recipients to engage. Adding a clever visual element can help your email standout amongst the clutter.

Cut through the clutter

Although Gmail Grid View is still in beta phase and features can change between now and full roll out, it is worth keeping in mind the marketing and creativity potential that Gmail’s new layout can provide.

ABOUT THE AUTHOR
Wei Tan has over 8 years digital marketing experience and is currently Co-founder of email marketing agency The Orchard. Wei has a passion for email marketing and works closely with some of Australia’s best known brands in developing tailored email marketing programs focused on delivering solutions based on three core principles: Growth, Conversion & Retention.

The Orchard provides email marketing services, including creative, strategic and campaign management.

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