Gmail Gaining New Retail Power

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Gmail Gaining New Retail Power

By Thad Rueter - 10/23/2020
Gmail Gaining New Retail Power
The new Shoppable Email program unlocks real-time product information and a fully functional shopping cart inside of email.

Quicker retail is coming to email — more specifically, Google’s Gmail — with an assist from frictionless commerce network Skipify.

Email has historically been the highest-ROI marketing channel, with online revenue growing nearly five-fold during the pandemic, Skipify said. Even so, it still takes shoppers nearly two minutes to purchase products from emails. During these two minutes, almost 70% of shoppers abandon the purchase.

The new Shoppable Email program unlocks real time product information and a fully functional shopping cart inside of email. Merchants participating in the Shoppable Email program have seen revenue from email increase 30% or more while lowering unsubscribe rates by 50%.

Merchants access the new Shoppable Email program by working directly with Skipify. In most cases, brands can join the program without changing their email provider. There is no additional email coding required on the merchant's side. Skipify works with each brand to enable access to the Shoppable Email program, and to maintain the dynamic shopping functionality of their emails inside Gmail.

"We're thrilled to be working with the team at Google Gmail to help merchants bring shopping into the inbox for the first time,” said Ryth Martin, CEO and founder of Skipify. "We are in the very early stages of a shift to unlock commerce and payments within and across channels. Skipify is here to help brands drive and capitalize on that shift."

Google and Skipify are hosting a free event on Monday, Oct. 26.  Attendees will learn about the components of dynamic, AMP-enabled emails and how to get started with the Google and Skipify Shoppable Email program.

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