A recent post on the official Google Blog describes a new feature that could make personal Gmail results appear in general search results, creating potential for marketers and SEOs to collaborate on email marketing strategies. According to the post, a field trial has been released that allows Google-registered users to sign up for Gmail messages to appear in their Google search results.
This new feature could positively impact marketers’ email marketing strategies by allowing marketing-based emails to attain prime visibility in search. If a user has subscribed to a company’s email list, for instance, keywords related to that company searched in Google will incorporate keyword matches from Gmail. From the Google blog, “Sometimes the best answer to your question isn’t available on the public web—it may be contained somewhere else, such as in your email. We think you shouldn’t have to be your own mini-search engine to find the most useful information—it should just work. A search is a search, and we want our results to be truly universal.”
Marketers can gain access to prospects’ email inboxes by providing them with content relevant to their interests. However, with this new feature, focusing on keyword research in email newsletters or any other targeted messages may be just as important as achieving high open rates. In the past, open rates constituted one of the most important factors in measuring email effectiveness, but this feature offers a tremendous opportunity for companies to become part of a user’s Google search via Gmail messages.
This addition to Google search could result in huge potential for email marketers and SEOs to collaborate, joining keyword research with traditional email marketing principles. Getting into a prospect or customer’s inbox could have just become more important than ever.