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With the introduction of the new Priority Inbox for Gmail, Google has definitely set a benchmark for the others to follow (Hotmail being the second in the trail). But will it substantiate to be a boon or a curse for the email marketing campaigns, is the question that needs to be clarified.
The settings of the inbox is such that, mails are divided into three sections, starred (users have the facility to mark any email with stars to denote its importance), important and unread and everything else. Mails are prioritized on the basis of the frequency of the mails being opened and sent to a particular email address.
This can be a new challenge for the e marketers. But with just a few more efforts, this system of inbox setting can even prove beneficial to the marketers. It can add value to the email marketing campaign and can prove to be a reason for the success of their campaign.
Relevancy plays a key role for any email marketing campaign. The e-postcard or e-newsletter that you are sending to a particular recipient should have relevance and should be information for the readers. No matter how much glam you have added to the email, if it is not worth reading or does not have any importance for the reader, then even topping the chart in the email list won’t help.
There are several tools as well to analyse the result of your email marketing campaigns such as: click through statistics, bounces and opt- outs and open rates. This software gives you an analytical statistics of how many emails went to spam, rate of bounce backs and readership rate. If you see that the readership rate of your emails are going down then it’s time for you to re-consider your email marketing campaign.
At this point of time you need to re-evaluate your email marketing campaign according to the preference of the consumer. Give more focus on your email list. Send relevant information to the right person at the right time. If you focus on the significance of the email then the receipts are more likely to open your email and click on the hyperlinks.
The format of email that you are using should be editable, so that you can easily resize or crop the image size as per your requirement. And lastly, you should always ask for the feedback of the customer and what improvements they would like to see in the email marketing campaign and your company.
