Right; we’ve all been talking about Gmail’s new compartmentalized inbox, and there’s been ‘for’ and ‘against’ arguments; all with merit. However, despite what’s being said, one thing is for certain: as marketers we’re going to have to work harder and be more resourceful if we want to end up in the priority inbox.
Although it might seem challenging, we’ve got a few things you can do to ease your way into pole position and hit the mark in any inbox really.
- Remember the principles of writing great subject lines in your emails. Be open, honest and don’t mess around with cheap catchphrases. With compartmentalised inboxes you have a small window of opportunity to grab your reader’s attention, so make your subject line a bit more personal. through our snippet text tool, selecting a specific phrase that displays in your subject line exactly what you would like the reader to see. This way people will know it’s you and are more likely to open your mail.
- Once you have the attention of your readers, you’re going to have convince them to drag and drop your mail into the priority inbox, or even better, create one specifically for mails like yours. Thing is, this is going to take some time and effort from them, so, in a polite and personal manner, explain to them exactly how simple it really is and that they’ll then have instant access to your emails only. This is also where you have the opportunity to punt a new special or sale.
- Syntax is key. Remember, you’re not talking to a bunch of robots here, so you absolutely have to look at which words you use in both your subject lines as well as the body of your messages. Keep it conversational, but get to the point as quickly as you can.
- Remember our nifty reporting tools section? Well, here you’re also able to see which contacts on your list are Gmail users. Now, once you’ve determined which of these contacts do in fact make use of Gmail you’ll be able to better segment and specialize the mails you send to them. Great right? Remember to suggest to them how they can add you to their priority inbox, like in point number two.
Remember – the shift to priority inbox is meant to filter emails so as to ensure higher quality communications, so send out newsletter you would happily read yourself and they’ll keep hitting the mark!