What does Gmail's new Priority Inbox mean to the B2B e-mail marketer? If you rely on "batch and blast" for your e-mail strategy and haven't moved up to segmentation, relevance, and engagement, it could mean quite a lot.
For several years, savvy small businesses have been setting up their own domain e-mail accounts through the Gmail Google Apps component, because the e-mail servers from their Web hosting companies don't offer the same features or level of quality Gmail does.
Using Google Apps gives the small business all the power of Gmail, now including Priority Inbox, which enables employees to spend less time on messages that aren't spam yet aren't meaningful or relevant for them at the moment.
Priority Inbox sorts e-mail in the interface by identifying which e-mails are most important to recipients based upon opens, clicks, replies, etc., along with recurring keywords found across all the messages.
These e-mail messages are grouped at the top of the inbox and labeled as "Important." "Starred" or flagged messages are placed in the next pane and "Everything Else" (i.e., all other non-spam e-mail) goes into a pane at the bottom of the inbox.
"Email overload? Try Priority Inbox" The Official Google Blog 8/30/2010
For the B2B e-mail marketer targeting small businesses, this configuration means the "Everything Else" category could soon become the equivalent of the bulk folder if more users become trained to focus on only the "Important" category.
Sending relevant e-mails to your subscribers becomes even more important. Messages sent from the same sender seem to have little impact on what Gmail deems "Important."
Therefore, your subscribers need to see the value in all of your communications. You can no longer rely upon your good sender reputation if your latest e-mail is a dud.
Below are some tips to increase the likelihood that your e-mail messages will appear in the "Important" pane and not end up as "Everything Else."
Interacting with several messages with a consistent topic, i.e., "networking," seems to cause additional messages with the same key theme to automatically show up as "Important."
The Last Word
Right now, the new Priority Inbox will most likely have minimal impact on most B2B marketers' e-mail programs:
The future could be a different story. More ISPs and e-mail clients – whether Web-based, desktop, or mobile – will add message activity as a factor in sorting e-mail messages in the inbox or determining whether to accept messages in the inbox, route to the junk folder, or block them.
If you are still taking an untargeted, "batch and blast" approach to your e-mail, consider this a shot over the bow in support of greater relevancy in messaging.
Now is the time to segment your list, focus your content for key segments, delight your subscribers, and maximize your engagement. Once you have completed this, convincing subscribers to classify your e-mails as "important" will be easy.
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Mike Hotz is a senior strategic consultant for Responsys, working with clients to design, develop, and execute cross-channel digital marketing strategies that contribute to their cross-channel digital marketing success. As an industry veteran, Mike has worked in e-mail marketing since 1998, designing, building, and executing e-mail and multichannel direct marketing strategies focusing on increasing customer engagement, nurturing leads, supporting sales organizations, and driving revenue for companies such as CDW, OfficeMax, Grant Thornton, and Digitalwork.com.
March 19, 2014