Gmail Priority Inbox: How to Make Sure Your Emails Get Read:
If you’re a Gmail user, you probably know your mailbox layout. With this default setting, users can automatically sort their mailboxes into categories such as “Main”, “Social”, “Promotions” and “Updates”. While the feature is a boon for users who need a quick way to prioritize the email they receive, it poses a challenge for email marketers, who may or may not miss inaccurate emails. Redirects to a tab that is often ignored, such as “Updates”. “
The premise of Priority Inbox is to automatically send “important” messages to the top of the user’s Inbox. In an overloaded email world, it is an attempt to help users sort emails faster and more efficiently.
How the Google Inbox works
To determine which messages are important, Gmail follows each user’s suggestion by searching for the following:
• Who sent the email: If a user frequently opens and interacts with the email from a specific sender, Gmail identifies the sender and his messages as relevant.
• Keywords in messages: Gmail collects terms and keywords in messages that are opened and read. For example, if you read cooking emails, messages with words like ‘recipe’ are considered important.
• User interactions: Gmail also considers how the user communicates with different messages. Replies, marked as special, archived, or deleted emails, are analyzed to identify appropriate templates.
Let’s see now where your emails can go. The Gmail inbox contains three predefined categories, with optional customization options. The default categories are:
Primary – Messages marked as important by Gmail and not yet read.
• Promotions: mainly filter email messages, such as email marketing initiatives. For many users, the Promotion tab turns into a bunch of unread emails that they eventually learn to ignore.
• Updates: emails that are not important but needed, such as order confirmations, delivery updates, account statements, and payment reminders.
Work with Google’s Email Algorithm
So what does this mean for your email marketing campaigns and what can you do about it?
Quite simply, you provide content that people want to read. If your email strategy wants to bombard every contact with dozens of messages, Gmail knows that your email is not important, because people will delete it if it is not read. Your emails will be filtered accordingly until sent to the dreaded “Spam” folder.
If, on the other hand, you send targeted and engaging emails with personalized offers for each customer segment, users will open regularly and communicate with your email. It teaches Google that your email address matters to the user and is, therefore, more likely to be sent to a visibility list like ‘Top’.
Try the following to help you with this process:
• Look carefully and objectively at what is in your messages. Do you provide valuable information and interesting promotions? If you are not sure, you can search your subscribers to see what they want.
• Segment your email list to send the right messages to the right customers. Potential emails include customer person, customer location, past store habits, current customers, prospects, and repeat buyers. This way you can customize your content to increase the open rate and consequently the chances of being placed in the user’s main mailbox. Segmentation can also help determine the frequency of email; Send them a message if certain customer segments want to hear from you. If you are not so receptive, postpone it and offer only the most attractive offers.
• Topic lines have always been a determining factor in your open rate, but it now helps to determine if your email is a priority or not. A / B tests different arguments against each other to see what works best and do not be afraid to be creative.
Inbox categorization and a long emphasis on usability can force marketers to remove spam and increase its quality, but in the end, it’s good for everyone. Customize your email for your audience and share the content your customers love, and your emails will get all the attention they get.