A couple weeks ago, in all of the hubbub surrounding Google’s I/O conference, there was one piece of news from Google that didn’t get a lot of exposure but could eventually be an interesting tool for marketers. Google announced “quick action buttons” for Gmail. This feature lets developers insert buttons within emails that let users easily take action. For example, a “check-in” button can be inserted into flight confirmation emails, or a “renew” button can be inserted into magazine subscription emails. More details can be found here.
Gmail quick action buttons are currently somewhat limiting since they only work with emails that are viewed within Gmail but we think it will be a matter of time before this constraint is removed. When the feature is available for more email clients, Google will have a capability that is similar to one found in email marketing services, like Constant Contact, where actions within emails can be tracked. That’s the good news for marketers. The downside is that there will be yet another set of marketing analytics data for marketers to keep track of. As we have said before, our mission at Origami Logic is to break down the data silos in marketing so marketers can easily monitor and analyze data across the different services they use. We will be providing more details about our solution later this year. Stay tuned.