3 Trends to Monitor in Email Delivery
As internet service providers (ISPs) work at creating new models revolving around user engagement, another metric that will garner much attention will be reciprocal flows of communication. Google uses this particular metric in combination with the use of authentication as a means of determining if images in a message should be turned on by default.
Senders who have received two replies from a Gmail user will find that their images have been turned on without any need for the recipient to do anything. It should be expected that over the coming year ISPs may begin to penalize organizations who choose to put their recipients at arm's length. Gmail's Priority Inbox is one very public example of this process in use. Priority Inbox is just one logical next step in the evolving process of gauging recipient engagement and sender intention.
As a result of these anticipated developments, certain changes to the way email is sent should be contemplated. Primarily, the use of "noreply@" or anything similar should no longer be used. It sets a tone that says the sender doesn't consider email to be a two-way communication and that recipients are merely names on a list.
Senders should consider actively encouraging readers to send feedback. The use of a solid call to action encouraging user feedback will help to prove that recipients are engaged as they click through or send return emails, as well as provide senders with valuable insights that will help improve the content of mailings.
3. You control your destiny. An email service provider (ESP) is able to do many things, but there are also many things they have little control over, such as email content and frequency. These areas are under the complete control of marketers. Unfortunately, as things move forward and the consequences of poor emailing practices become apparent, it's the ESPs who tend to bear the brunt of the blame when things go wrong.
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