There are a number of ways businesses can adapt their email marketing campaigns to optimise content for Google’s new Gmail Priority Inbox.
Internet marketing consultants ‘must adapt to Gmail Priority Inbox’
Google’s new Gmail Priority Inbox will present new challenges for internet marketing consultants managing client email accounts.
There is potential for the new system, unveiled by the search engine giant last week, to make email marketing campaigns more valuable for audiences, claims Protus IP Solutions product marketing manager Melanie Attia.
Although only released as a beta version at this stage, Priority Inbox offers a more sophisticated way of categorising email than simply differentiating between spam and normal messages.
Gmail customers using the new system will see that their inbox is presented in three sections: Important and Unread; Starred and Everything Else.
To simplify this process for users, Google has configured Priority Inbox to recognise specific signals intended to predict which messages are important, such as the frequency with which a particular person is emailed. The idea is that the more a person uses Gmail, the better it will become at categorising mail for them.
In an article for BtoB magazine, Ms Attia notes that the relevancy of emails will be even more important for managed emarketing campaigns.
She suggests taking full advantage of “reporting tools that track email performance and measure results. This includes open rates, click-through statistics, bounces and opt-outs. If you’re seeing a drop in readership, you may need to re-evaluate your campaigns”.
Good internet marketing consultants should already be using these tools, but the transition to Gmail Priority Inbox may well have a discernable effect on how promotional emails, newsletters and other messages are treated, both in terms of how Google categorises them and whether or not users give them the same attention as they may have done in the past.
Ms Attia also underlined the importance of asking customers their opinions, which can be used to arrange contact lists according to preferences for particular kinds of promotional material.
Living Streams “Improving clients’ profitability through better use of the internet”.
Friday, September 10 2010 by John Burns
Internet Advertising Service