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Jon Hayes is a featured contributor to Email Marketing Metamorphosis: How to Make Your Customers Love Their Inbox Again.

Here's the complete contribution:

At the moment, we are currently at the mercy of ever-changing inbox algorithms such as Google's Promotions tab. We can't actively see what criteria needs to be met to land in a users main inbox so it requires a lot of testing to get optimal results.

Templating emails is a great way to A-B test for optimal results, but in our industry, this will most certainly lead to copycats. There is certainly no issue with borrowing ideas from each other, however, if 5 to 10 people begin using the same template, it significantly decreases their effectiveness. Originality is key to success here and templating can make that a tricky feat.

From a consumer perspective, as we move into an increasingly mobile world, gone are the days we would religiously check our inbox to see if Amazon has dispatched our latest purchase, or if our latest eBay listing has gotten a new bid. In this case, push notifications are king and made such email notifications obsolete.

With far fewer reasons to check our inboxes, email providers are well aware that they need to make a consumer’s visit to their inbox worth their while, hence the aggressive push to cut the clutter and make inboxes more focused.

So how do we use this to our advantage? It's in the email provider’s best interest to show quality, engaging content to users as they log in. So by fulfilling their requirements and producing campaigns that are high quality and add value for consumers, we can stay one step ahead.

Unfortunately, it’s unlikely we’ll ever know the exact criteria that needs to be met but perhaps this lack of transparency from email providers is a good thing. If everyone knew how to get around these filters, it would almost completely defeat the purpose of them.


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