Dive Brief:

• Gmail aims to reinvent how email is read on mobile devices with its new app "Inbox." 
• The app will offer email in a feed with important highlights like flight times, event information, and photos. 
• Inbox is the latest development in email from Google after the introduction of tabs in Gmail and image changes. 

Dive Insight: 

Inbox could be a good thing for marketers—it removes the step of having to open an email in order to view its contents. If Inbox takes off, it may become critical for marketers to adapt emails to the app so that important information is easy to extract. Marketing emails are often to-the-point, anyway—or at least they should be—so Inbox users may actually start paying more attention as these types of emails pop up in their feeds.