Nuts & Bolts- Email: Inbox Mischief Managed
"Eleven percent missing in action, 6 percent destroyed …" While these grim statistics might sound like a report from the frontlines of war, they actually denote the harsh realities facing today’s email marketers. Return Path’s "Inbox Placement Benchmark Report for 2014" revealed that—globally—only an elite few sectors are able to break the coveted 90 percent rate of inbox placement.
Even though the future of email marketing may seem to be in dire straits, every cloud has its silver lining. Gmail’s tabbed inbox has proven to be an unexpected boon to those seeking higher inbox placement.
While many predicted
that separating personal and marketing email in Gmail inboxes would be a death knell for email marketing, Google’s move has not only increased overall inbox placement among Gmail recipients, but also boosted read rates to nearly
The move to separate personal and business communication revealed a critical point: People do in fact like email marketing. Dividing the two has allowed recipients to find a space dedicated entirely to promotions, making them more likely to browse and open your emails. Remember to respect your subscriber’s personal spaces, and they will be less inclined to shoot down your mailings, in turn.