Are the new Gmail ads email?

I’ve seen lots of opinions over the last few weeks about whether or not the new ads in the Gmail promotions tab are email or not.

Google is using its latest inbox redesign to stick ads in the holiest of places: Right inside your Gmail inbox. Under the promotions tab — one of three sections in the new tabbed version of Gmail — Google has started sticking ads disguised as emails, as first noticed by Venture Beat’s Ricardo Bilton. See, it’s just right there in the inbox, looking like a regular e-mail. But, it’s an ad: [screenshot elided] The paid-message opens up like a regular e-mail. Only once inside the message, does it give the option to opt-out of that particular ad. Essentially, it’s Google approved junk-mail — like we need more of that. Atlantic Wire says email

[T]hey’re web-based advertisements formatted and presented in such a way as to closely resemble actual e-mail messages, but are otherwise very much like the ones Gmail users are accustomed to seeing to the right and above the inbox. There’s even some evidence to suggest that the new ads employ the same engine as the ordinary Gmail display ads to select and present those that Google deems a viewer is most likely to click. EmailSkinny says not email

It’s visible in your inbox, with a sender and subject line like an email. You can forward it to others as an email, just like an email. You can delete it, just like an email. New ones will arrive, just like email.
The UI for these advertising messages is slightly different from other gmail messages – but the UI for normal email marketers using microformats (https://support.google.com/webmasters/answer/146897?hl=en) is also different at gmail.
That it wasn’t delivered via SMTP isn’t really relevant – historically no email was delivered via SMTP, and even today there’s a lot of email that is delivered over non-SMTP protocols. Steve says email

It doesn’t show up in your inbox by IMAP or Pop, unlike email.
Is not sent by SMTP, unlike email.
A rose by any other name … is still an ad in the chrome.
Neil says not email

Gmail’s new layout doesn’t just keep your inbox organized, it also gives Google the perfect opportunity to send you unsolicited email ads.
Engadget says email

Personally, I was in the “not email, it doesn’t go over SMTP” camp for a while. I even made a rather public statement about that during a conversation about whether or not these were subject to the regulations of CAN SPAM. But, Steve is correct in pointing out that not all email goes over SMTP. In fact, if I mail him that mail doesn’t go over SMTP. I send it from my mail client, it shows up in his inbox, and never does it touch SMTP. Some Gmail to Gmail mail doesn’t touch SMTP either. Clearly SMTP is not a requirement for email.
Most email/not email discussions in the email marketing sphere have focused on the opt-out provision in CAN SPAM and whether or not the ads need to meet that standard. However, the ads do not contain a physical postal address. If Gmail thought they were emails, they would require advertisers to comply with CAN SPAM. So, Gmail doesn’t think they’re email.
Looking through press about the ads, mostly written by non email reporters, the consensus seems to be they are emails. But I’ve not seen any of the non-email press mention the legal implications. Gmail is not treating these like emails and thus are not complying with any of the 3 major provisions of CAN SPAM: there are no headers, there is no postal address, there is no opt-out.
What do you think about the ads? Does Gmail need to comply with CAN SPAM?

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According to this data, 22% of opt-in emails are not making it to the inbox. An interesting note is that 25% of email from social networks never makes it to the inbox. This is a challenge for social networks, but I’m not sure many individuals care. For a lot of people, if they don’t get mail from a social network it doesn’t really matter. They’ll either log into the network and get it, or they’re not really engaged with the network. And, when networks try to increase the amount of mail they send, that can turn into a problem as well.
Overall, the failure of mail to get into the inbox is a problem for senders. The underlying issue is that ISPs want to deliver mail the recipient wants. But much of the email out there, including marketing and social network updates, is mail the recipient is fine with getting, and equally fine with not getting.

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The challenge to marketers is that a lot of opt in mail isn’t important to the recipient. Sure, they’re happy enough to get it if they notice it, but if it’s not there then they don’t care. They’ll buy from an email ad, but it might not be something they’ll seek out. Recipient behaviour tells the ISPs that the mail isn’t all that important, and a lot of it is just background noise so the ISP not delivering it to the inbox doesn’t matter.
Email marketing is like the Girl Scout of the Internet. If the Girl Scout shows up at your doorstep, you’re probably going to buy those 3 boxes of thin mints. But if she doesn’t, that’s OK. If you really want the cookies, you’ll find the co-worker who is taking orders for his daughter. Or you’ll find the table outside the local coffee shop. The Girl Scout showing up on your doorstep makes it more convenient, but she’s not critical to get your fix. Of course, the bonus of the Girl Scout on the doorstep is that a lot of people who won’t go find the cookies will buy when she’s on the doorstep.
A lot of email marketing triggers purchases that recipients would make anyway. They think they might want a particular product, and when they get that coupon or discount or even just a reminder they make the purchase. The email triggers the purchase of a product the buyer intends to purchase anyway. Some email marketing trigger purchases of things the recipient didn’t know existed, but is so enticing after one email they can’t live without. Some email marketing triggers an impulse purchase. In most of these categories, if mail doesn’t show up in the inbox, the recipient really doesn’t miss it.
Many marketers, despite loud protests that all their mail is important and wanted, know this. That’s why so many marketers are having conniptions about the new Gmail tabbed inbox. They’re losing access to the impulse.
From the data I’ve seen, tabs are effecting email marketing programs. Some programs are seeing more revenue, some are seeing less. I think it really remains to be seen what the long term effects are. For many recipients the new tabbed inbox is a new way to interact with their email. Change is hard, and there is a period of adaptation whenever an interface changes. We really don’t know what the long term effect of tabs on sales will be. Sales may go back to previous levels, sales may increase over previous levels, sales may decrease from current levels or sales may stay at their current levels. The full effect isn’t going to be obvious for a while.
It does mean, though, that email marketers need to step up their game. Email marketing in the age of a tabbed inbox might be less about the impulse purchase and more about cultivation and long term branding.
 
 
 

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