Gmail is rolling out its latest inbox improvements, and Hotmail and Yahoo have plans to follow suit real soon. But what does that mean to you?
Unfortunately, what it means for many marketers is that their e-mail campaigns will be filtered into a new folder called “Promotions,” never actually hitting the Primary inbox.
Depending on who you listen to, this is either the end of the world for marketers or it isn’t.
I tend to be a bit more pragmatic about the whole thing.
People who actually wanted to read your marketing messages in the first place will probably take the time to do a few simple steps to reroute your messages where they want them.
Those who couldn’t care less what you had to share won’t go looking for your messages, but they probably weren’t really enthusiastic about what you had to offer in the first place.
So, this is simply a good opportunity to clean up your list and make it more targeted, at the same time as letting individuals who have signed up for one-too-many free offers start pruning their inboxes. A win-win, really!
For those who haven’t been upgraded to the new inbox format yet, you may want to send a “farewell” message letting them know where your notes are going, and how they can mark your messages to go directly to the inbox instead.
Groupon demonstrated this nicely in a mass mailing they send out in early August.
To avoid missing the messages you want to see, drag one of the messages from the Promotions tab to the Primary tab, and then save the changes when prompted. Alternatively, if you want to avoid the whole silly thing, you can simply delete the Promotions folder and nothing will be routed there.
And if you need further help getting your e-mail campaigns seen and responded to, contact us!