In late July, Google announced a set of new features for their Gmail and G Suite products including enhancements to chat, virtual meetings, and admin controls. But the announcement that got the most press was Gmail’s pilot program for a project known as Brand Indicators for Message Identification, or BIMI. Google’s pilot program is a limited, invite-only test, but it signals Gmail is joining the work toward adopting the BIMI standard.
Recently a few MessageGears users reached out to our Deliverability Team, concerned with a banner added to their messages prompting recipients to unsubscribe. We recently wrote about Gmail’s Easy Unsubscribe feature and its impact on open rates, but these addresses weren’t hosted at Gmail and the Unsubscribe prompt looked a little different than those presented by Google.
Over its 15 years of existence, Gmail has undergone some major changes – some heralded by fanfare, others made without warning or even acknowledgement. From perpetual beta status and Priority Inbox to Promotion annotations and AMP, Google’s penchant for innovation has often left marketers running to keep up with the latest update.