Dive Brief:

• Google has eliminated the image-driven Gmail grid view it made available under a Promotions tab. 
• Given the option of sorting promotional e-mails into the tab, customers preferred a subject-line list.
• The grid view launched in March 2014. 

Dive Insight:

Google has eliminated an option in Gmail that allowed users to view promotional e-mails in an image-driven grid format, similar to a Pinterest page. Given the option under the tabbed Gmail view, Gmail users preferred a subject-line list.

Launched last March, the grid option drew mixed reactions from marketers. While it offered a splashier way to present an offer, Google’s move to separate out promotional offers from other e-mails was seen as easier to ignore.