Inbox Diagnostics from Return Path
When Google added tabs into Gmail, email marketers all over the world went into panic mode.
Google was effectively sorting email on behalf of its users, prioritizing received emails based on the contents and the sender (although little is really known about how they are performing that sorting). The result has been that many messages are now ending up not in the primary inbox, but others including the promotions or updates tab. While the impact of the introduction of tabs has been minimal (likely because Google hasn't fully rolled out the feature to the general public), marketers still need to know where their email messages are appearing.
Email intelligence solution provider Return Path, however, has developed an interesting new analytics solution that aims to provide some relief. Part of its Inbox Monitor product, Return Path's new diagnostic technology was developed to help marketers understand the approaches developed and used by email service providers such as Gmail to assess email messages. Return Path evaluates more than 50 distinct elements that influence inbox placement and delivers an assessment of how a sender's campaign performs within individual mailbox environments, providing marketers with the ability to adjust to one provider's preferences without negatively impacting their performance with other providers.
“Connecting with subscribers is key to inbox placement, particularly as mailbox providers increasingly study users’ behavior to determine what they want and don’t want in their inboxes,” said Matt Blumberg, Return Path founder and CEO. “Although better email deliverability is the most immediate benefit of mailbox provider-specific diagnostics services like Inbox Monitor, marketers that use the new insights tend to view them as part of a broader initiative to understand more about their customers.”