Recently Google announced a sweeping, upcoming change to Gmail. It’s called the grid view and it’s a new way to view promotional emails in Gmail.
It’s more of a Pinterest style way for consumers to find and view emails Google deems ‘promotional’. The reasoning is that promotional mail has lots of images, from pictures of wine bottles to great new shoes to that Capri island vacation spot you’ve been dying to visit. But right now, those images are buried inside your messages—and with only subject lines to go on, it can be a challenge to quickly pick out the deals and offers that interest you most. Here’s the current view: …and the new, visual ‘grid view’:
Takes up a lot of space, for sure. But for many consumers may be a more efficient and enjoyable way to scan through promo email to find ones of interest. And, users can always control your view by toggling back and forth between the new visual grid view and the traditional list view at any time.
Gmail grid view is still in a ‘field trial’ which you can sign up for.
If you are a marketer that sends promotional emails, there are lots of considerations, including:
- Take extra time to select the most visually compelling images. Pretty obvious, yes but we cannot make this point more clear.
- Respect image size constraints. For the featured images (the ones that show in the grid), must be at least 580 pixels x 400 pixels. You can use GIF, PNG or JPEG images. Animated GIFs can be used but the system will treat them as static pictures.
- You, the Sender, will have an image pulled from Google+. This image will appear in the grid view. So select a great-looking image from your company’s Google+ account, and if you don’t have a Google+ account, get one!
You can also check out some tips on the Google Developer Site