The world of email marketing has recently seen numerous updates. In this blog post, we will explore how AI-powered assistance and verified checkmarks have been introduced by Google and take a look at the change in consumer interest when it comes to brand email marketing.
If you are ready to stay ahead of the curve and harness the power of these exciting updates, keep reading, let’s dive in!
Google introduces “Gmail help me write”
This new feature leverages the power of AI and assists users in composing emails with just a one-line prompt, the remarkable tool creates the whole email in a matter of seconds, even providing the option of opting for different writing styles.
So, how will this benefit me you ask?
Say goodbye to writer’s block and hello to faster, more efficient email composition. The new feature can save users tonnes of time, allowing them to stay organised and create more impactful emails whilst also helping to improve writing skills with the offer of suggestions and feedback.
How can I make the most of this new feature?
Just like all other AI writing tools, our number one piece of advice is to ‘be specific’. Providing key details gives you the best chance of the tool generating a top quality email that includes everything you require. We would also advise, to check the email contents over and edit as needed to ensure it sounds more customised and personal. Take the time to tweak the email to sound like it came from you and not an online robot to prevent damaging your reputation!
Gmail’s blue verified check mark
The Google updates don’t stop there! Gmail has also recently rolled out a distinctive blue check mark for verified brands. The new feature adds a layer of trust and authenticity to brand emails, helping recipients to easily identify legitimate communications from trusted sources.
Can everyone using Gmail access the blue tick feature?
The new feature can only be used on the accounts of email senders that have implemented Brand Indicators for Message Identification (BIMI) with Verified Mark Certificate (VMC).
BIMI is a protocol which was adopted by Google back in 2021, and allows brands to add their trademark logos to emails confirming their authenticity. Verified Mark Certificate (VMC) is a (paid-for), digital certificate issued to verify the legal ownership of a brand logo. This must be registered as a trademark before a VMC can be received. Combined together these two provide proof of a brands sincerity and authenticity meaning they will be accepted for the feature.
What does this mean for the future of Gmail
According to Google, “strong email authentication helps users and email security systems identify and stop spam, and also enables senders to leverage their brand trust, increasing confidence in email sources and giving readers an immersive experience”.
From a marketing perspective, earning this verified status can significantly increase your brand credibility and email engagement levels. From a recipient perspective, the feature helps to distinguish authentic brands from spammers creating a more enjoyable email experience.
Growing consumer interest in brand emails
As we delve into the latest email marketing developments, it is impossible to ignore the growing consumer interest in brand emails as identified in the Data and Marketing Association (DMA) Consumer Email Tracker Report 2023.
The number of UK consumers that find brand email marketing useful has increased by around 50% since 2021, that’s a huge increase!
Whilst some may argue that the age of email marketing is waning, a recent study conducted by the DMA paints a different picture. Consumers are showing a heightened preference for email communication from their favourite brands, seeking personalised offers and exclusive content.
Whilst it may not be the most glamorous marketing channel, consumers still continue to rank email marketing above other channels when it comes to receiving brand messages.
For those who don’t currently use email marketing as part of their brand marketing strategy, take this as a sign to start!
Conclusion
We would love to know your views on the recent updates, do you think “help me write” will increase time efficiency? Will you be more likely to open emails from those with blue verified ticks and less likely to trust those that are yet to get the verification? What are your personal views on receiving brand email marketing?
Keep the conversation going and discuss the latest updates with us over on our socials…
If you are interested in implementing email marketing into your future strategy, get in touch with our team of experts today to arrange a free consultation to discuss how we can help
