With Gmail’s introduction of the “Promotions” tab in July 2013 directing most marketing emails into this separate tab instead of to the “Primary” inbox, many marketers embarked on initiatives aimed at encouraging Gmail subscribers to move their brands’ emails back into the Primary tab. The debate continues as to whether this is a “good” or a “bad” move for marketers to be bothering with, but nevertheless, some marketers have approached the “move me” campaigns particularly well. Here are some examples.
American Apparel Gmail “Move Me” Campaign
Gmail "Move Me" Campaigns
Sender: American Apparel
Sent on: September 23, 2013
Subject Line: Hey Gmail Users – Let’s Be Primary …
Kate Spade Gmail “Move Me” Campaign
Gmail "Move Me" Campaigns
Sender: Kate Spade
Sent on: August 29, 2013
Subject Line: all together now…
Preheader: too good to miss! recent …
Piperlime Gmail “Move Me” Campaign
Gmail "Move Me" Campaigns
Sender: Piperlime (the brand was shut down by GAP in 2015)
Sent on: August 10, …
Banana Republic Gmail “Move Me” Campaign
Gmail "Move Me" Campaigns
Sender: Banana Republic
Sent on: September 6, 2013
Subject Line: In the know? How do you know?
Ann Taylor Gmail “Move Me” Campaign
Gmail "Move Me" Campaigns
Sender: Ann Taylor
Sent on: August 22, 2013
Subject Line: Gmail Users…Never Miss A Fashion Moment!