While the concept of engagement metrics is not new, the idea of having folders and filters as an intuitive feature in e-mail browsers is. Browsers are now intrinsically organizing mail by where they "think" it should go. Just consider Facebook's new Messages platform, Gmail's Priority Inbox, or Hotmail's Sweep as examples.
These measures reinforce the fact that the power really is shifting to the consumer who will ultimately be more in control of his inbox. E-mail he really wants to read will go to the inbox; e-mail from friends and family might go to a different inbox folder; and e-mail from merchants might get "swept" to some other loosely monitored folder. All of this is being driven by customer behavior. Customers viewing or ignoring messages at their discretion drives the need for marketers to think carefully about who they are talking to, what they are saying to them, and how often they are saying it.
Will consumers consolidate all of their messages to one mailbox? Facebook is working hard to achieve this. Yahoo is revamping its interface to keep its users from drifting away, and it won't be the last. Does that mean that consumers will drop their other e-mail addresses? Of course not. People have more than one e-mail address for an assortment of reasons: Facebook for friends, Yahoo for retailers, Gmail for marketing messages, Hotmail for Little League, and so on.
Given the fact that people are using several different e-mail addresses, it becomes increasingly important to know which address to engage and for what purpose. Since users are now able to more easily direct their marketing messages to a subfolder, it's possible that engagement levels will drop off and perpetuate the drift from the inbox. Give your customers a reason not to use the filter feature when they receive your messages.
The key is (regardless of the ISP) to be hyper-focused on keeping your lists clean and subscribers on them engaged with the mail you send. I cannot stress this enough. If people are responding, ISPs will see that the list is engaged. Mailing to non-responsive segments of lists will (aside from degrading response rates, potentially exposing spam traps, and diminishing IP reputation) make the list less engaged. At some point ISPs will react differently to how they deliver that mail. Mailing to cleaner lists also means better response rates, conversions, and happier customers.
The following best practices will help to improve your engagement metrics and delivery to an inbox:
This inbox management transformation presents a variety of opportunities for marketers to take advantage of - but only if we get ready now and start testing what it really means to engage consumers and compete with the clutter surrounding our messages. What steps are you taking to keep your subscribers engaged this year?
Rick Buck is vice president of privacy and ISP relations, CIPP at e-Dialog, a provider of advanced e-mail and multichannel marketing solutions. Rick works with clients, ISPs, and privacy organizations to promote best practices around responsible marketing. He is an active member of the Direct Marketing Association where he sits on the Ethics Operating committee and previously served as the Ethics Policy committee chair. Rick is also a board member of the E-mail Sender and Provider Coalition (ESPC). Prior to his current role Rick served as vice president, business lists and data for Harte Hanks.
Rick is an accomplished speaker and author on such topics as e-mail deliverability, privacy, and CAN-SPAM compliance. Rick has over 20 years of experience in privacy, acquisition strategy, database management, and Internet marketing. He joined e-Dialog in 2000.
June 5, 2013
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June 20, 2013
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