The inbox, its marketers most utilized tool and yet its become so complex because every email client like GMAIL is continually adapting to better serve their users and in that process causing businesses to jump thru hoops to leverage it as a mass marketing tool. From technical email records to sending reputation and more, its certainly has become one those tools that marketers cannot just set and forget.
People have come accustomed to spending time in their main inbox and far less time on the other folders like Spam, Forums, Social, and Promotional tabs. Statistics vary and their seems to be two strong arguments as to the benefits of the Promotional tab where most emails enter in never to be read and cajulling your way into the Primary tab so that you get the most readership. There are a couple of things to consider when considering if its worth your efforts to get into the Primary tab with your newsletters.
If you want more sales, you need to communicate with interested prospects more often. There are no two ways about that. If you want those impressions or touch-points relegated to their shopping days, then remain in the Promotional tab, if not, let’s talk.
For some businesses, just getting out of the spam box would a great starting point and for others their starting point is improving their sending reputation and a starting point might be a bit more advanced. In either case, the list needs to constantly be maintained with a system that looks out for gotchas continuously because at any given moment in time those emails could be switched up for different uses that would soon impair your reputation. And with a continual process in place, its far easier to land in the Primary box when needed so that you can get 2 to 3 times more visibility.
With the technical settings setup and email list cleaned in an ongoing basis, it’s far easier to keep your sending reputation on the good side. And too with messaging adapted to be more personable, with more volume, you are more apt to get more readership and opens and more purchases when the ask is made. Many of those that adapt new strategies and procedures to inbox in the Primary end of seeing 2 to 3 times the open rate. Imagine what that would do if you also sent more volume and didn’t have to spend hours writing emails each day.
With the technical settings setup and email list cleaned in an ongoing basis, it’s far easier to keep your sending reputation on the good side. And too with messaging adapted to be more personable, with more volume, you are more apt to get more readership and opens and more purchases when the ask is made. Many of those that adapt new strategies and procedures to inbox in the Primary end of seeing 2 to 3 times the open rate. Imagine what that would do if you also sent more volume.
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