Mailbox-Specific Strategies Key Moving Forward
In the last year, it seems like Gmail changed its locks and didn’t give marketers the new keys.
From changes to Gmail’s automatic image display to its tabbed-style inbox, plenty of updates have impacted merchant’s email marketing programs. Not to mention, Gmail's new grid view. Clearly, major mailbox providers like Gmail are working on unique ways to filter and show messages, which means marketers need to have different email strategies for each provider.
Email intelligence company Return Path, recently upgraded its Inbox Monitor suite of products with mailbox provider-specific tools aimed to improve senders’ email marketing programs within individual mailbox providers like Gmail. Clients who used the tool during its test phase, such as 1-800-Baskets has already seen dramatic improvements to their Gmail-specific campaigns overall.
“We knew there was an opportunity to understand our customers better and that we could drive stronger marketing performance by learning more about what they wanted from us, but we needed a data-driven approach that produced quantifiable results,” said 1-800-Baskets interactive marketing strategist Sagar Deo. “Today we’re closer to our customers and we can quantify the impact of sending strategies to guide decision making.”
The new Inbox Monitor diagnostic solution is available now for Gmail and other select mailbox providers.