Get to know the new inbox prioritizersRecently, Google Gmail and Microsoft Hotmail introduced new features that prioritize the user’s inbox: Gmail Priority Inbox and Hotmail Sweep. Email deemed to be higher priority is given prominent placement in the inbox and is more likely to be opened and clicked. These prioritizers work much like spam filters, by watching users’ email interaction behavior and filtering email accordingly. You can expect this technology to spread to virtually all consumer inboxes in the coming years.
Your email marketing can be affected either negatively or positively by these prioritizers depending on how your subscribers react to what you’re sending. Your subscribers feelings will effectively be amplified: if a subscriber opens and clicks what you’re sending now, they’re likely to see your email even more prominently. But if they tend to ignore or delete your email, you might have an even harder time getting that subscriber’s attention in the future as your email is downplayed.
As inbox prioritizing takes off, keep an eye on your Domain Statistics report in the iPost Mailing Manager, particularly the open and click rates at Hotmail and Gmail. If they’re not trending in the right direction, contact your iPost Client Solutions Manager for help with making your email more relevant, timely, and appreciated by your subscribers.
