One of the biggest challenge of any busy business professional is managing their email in-box. Whether it’s day-to-day email or catching up from an avalanche of email when your away from your computer for a day or a week.
I receive a few hundred messages per day – mixture of newsletters, editorial pitches, important emails about my business and everything else.
I have a pretty good system of managing the email some automated but mainly just a discipline of sorting and having a TIME to read certain email. Like editorial pitches I group together and read on one or two days, for example.
Clearly finding out how to manage email is a BIG challenge or Google would not have had the ingenious idea of helping us manage the email in-box with it’s new service: Google’s ‘Priority Inbox’ .
Melanie Attia, Product Marketing Manager for Campaigner has some things that email marketers need to remember to help ensure their email messages don’t get pushed to the bottom of the stack! By the way, you can listen to some great Campaigner webinars here – http://www.smallbiztechnology.com/webinar
Remember the Big R – RELEVANCE!
Relevance has always been a golden rule when it comes to email marketing – if you aren’t providing relevant information, your customers simply aren’t going to open your email. Want to make sure customers with Gmail accounts mark your emails as “priority?” Provide them with relevant information they will want to read. It’s really that simple.
Analyze Your Results with Every Campaign
The reporting tool in Campaigner is designed so that you can get a sense of open rates, click through statistics, etc. Now more than ever you will need to watch these statistics – if you notice a difference, you may need to reexamine your campaign (see the note on relevance above).
Ask Your Customers!
In my mind, any new obstacle also presents an opportunity, and Priority Inbox is no different. Use this as a chance to reach out to your customer base and ask them what they’d like to see in your campaigns and how often they want to hear from you. Incorporating their feedback in future email marketing efforts means that you’re more likely to be classified as a “priority email” with customers using Gmail.
Overall, as email programs like Gmail give users more control over how their email is classified, marketers are tasked with consistently delivering material that customers will want to open and read. Though no two customers are the same (i.e. I may love getting daily coupons from a store, while you may find that a nuisance), the bottom line is that emails that are relevant and valuable have the best chance of being a priority read for your customers.
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