How Gmail's subject-line action buttons can help marketers

11/14/2013 |

Google is expanding its Quick Actions service for Gmail that allows marketers to add a call-to-action at the end of an e-mail subject line. In addition to a button for RSVPs, Google created prompts to watch videos, open Google Docs folders and change reservations. The subject-line actions allow marketers to focus on click-thru rates, a better metric than open rates, Ginny Soskey writes.

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