Many people receive dozens of emails per day and complain about an overflowing inbox. To improve the overview in the inbox Gmail has some time ago in addition to the traditional inbox Priority Inbox introduced. This inbox is an extra functionality of Gmail and "learns" which e-mails the recipient finds important and puts most important e-mails at the top of the inbox.
How does the Priority Inbox work?
Gmail predicts on the basis of previous behavior of the recipient which e-mails should arrive at the top of the inbox. Factors such as opening, clicking and answering are important. In the Priority Inbox, e-mails are therefore divided into three categories:
- Important and unread - all e-mails that are relevant to the recipient.
- With star - all read e-mails that have to be reviewed later.
- All others - all other e-mails.
The more often the inbox is used by the receiver, the more efficient it can work with it. As a marketer you walk with this inbox the danger that you end up in a negative vicious circle. If recipients do not open your e-mail, that has a negative influence on the future campaigns you are going to send. Your inbox placement will deteriorate as your emails are not opened. The worse your inbox placement, the less likely you are that your recipients will open your future campaigns. In addition, Google claims that people with the Priority Inbox 6% spend less time to their e-mails. So you have to do more to attract attention and get the same result.
A good inbox placement in the Priority Inbox:
Tip 1: let people register via double opt-in. This obliges recipients to open your first e-mail and click in it. This will benefit the inbox placement of your next campaigns.
Tip 2: send new bidders a welcome campaign with multiple e-mails. With these campaigns you often get the highest opens and clicks. With a good welcome campaign you immediately ensure a good inbox placement at the next campaigns.
Tip 3: use a test group to test different versions of your e-mail. The version where you get the highest opens and clicks you then send to the rest of your database. It has always been of great importance to test this, but now the opens and clicks in your current campaign are also important for your future campaigns.
Tip 4: The more relevant your e-mails, the better they will be read. Make sure you get started with personalization and segmentation. A good way to segment is based on shipping frequency. Let your subscribers choose how often they want to receive your e-mails. If they can choose themselves, the odds are much higher that they open your e-mails. The inbox placement will therefore remain optimal.