Marketing trends just seem to come and go these days, with one being more popular than the other almost instantaneously it seems. Since emailers don’t go to the gmail inbox and make it to promotions tab, social media platforms are more popular than ever, with more marketers taking up other lesser known apps and engaging. These are all prime markets for promoting your brand and gaining some awareness. The thing is, you already know all that, don’t you? The fact is, any real results will ultimately come from your email subscriber lists.
Even though this method is the best, there are still some issues that you need to be aware of and make sure that your email reaches the desired target(s).
Google with its numerous reforms and changes has now gone and made sure that Gmail decides which mail ends up in which section. Remember that list you subscribed to because you were actually interested in receiving mail from? Yeah that’ in the junk folder now. What are you going to do about it? Okay so they call it Promotion folder, but we know what that really means.
Let’s reverse it and now say that you are the marketer, and it’s your email that ends up in the Promotions tab. That’s going to look so damn professional. If you depend on internet traffic for a living (as many others do these days), then read on for more information regarding what you can do, taken straight from the horse’s mouth (well, bloggers and marketers to be more precise).
Call Your Recipient By Their Name
Using the very nifty Merge Tag tool provided by your chosen email marketing program, you can call your recipients by their first name and make it more personal. They will be more likely to think it is misplaced emails rather than spam and will be more likely to open it. It’s already getting better right?
Try using MailChimp as it is free and easy for beginners to use. You will be able to carry out this little loophole to avoid the dreaded Promotions folder.
Be Traditional and Formal With Your Emails
In other words, write the email as if you are writing an official document for your company. Write it out in the same format and spacing as professional letters but remember to keep that personal touch to avoid feeling as if they are a number, not a valued customer. This tricks Gmail into thinking you’re a personal friend and leaves your email where it belongs.
Drop the Visuals
Google and Gmail can be a little frustrating at times as they have their own rules, but for whichever reason they chose, attaching images or visuals to your emails are a clear sign of spamming and promotional material. Not sure why this is but there you have it. Avoid including pictures in your emails and stick to text. It may look boring, but it won’t be discarded as junk, which is what you want in the end.
The Promotions folder is affecting everyone’s livelihood. Those that learned how to attract customers and real subscribers now have to deal with reforms that affect everyone. From customer to seller. Keep in note that the old ways to create and deliver newsletters has also been amended.
Keep It To One Link
While you may be able to get away with a few links, the more you add, the higher the risk that Gmail will label your email as promotional (junk not worth being read). Give the email a great and engaging story that will describe all the great things and what you can offer. At the end of the email, leave one link and a reason for them to click it. This also feels less like a pressure sales situation, and more like a genuine offer. Sticking to only one or two links will increase your chances of having recipients open them.
Stay Away From RSS
Due to the fact that RSS is always automated, Gmail picks this up and instantly lands your emails in the junk, ahem, Promotions folder. Google is smarter than you think and knows it’s not you sending them, even though people will have subscribed already. Go figure.
Three Words: Keep-It-Short
Funnily enough, this is only a recent trend that I’ve become aware of and it is simple. The longer your email, the more likely you can land in the Primary inbox. I guess wind bagging is a clear sign of personal friendship. I hope Google has some more insights for us soon.
Lose the Sales Pitch
People are much more savvy than you give them credit for and can sniff out the salesman approach a mile away, especially if it’s on a screen. Having content that doesn’t hide the fact it’s trying to sell something will land you in the, wait for it, Promotions folder.
I’ve noticed that every time someone I subscribed to has tried to sell me something, it lands in the junk folder. It tends to get kind of annoying.
Just wait and see if this doesn’t apply to most other platforms that become larger in members. There will be more of a crackdown on third party email programs and more content will be marked as span or junk, even if it isn’t (I can’t stress that enough).
In the end, you really should be thinking about all of the changes that Gmail has implemented if you want to succeed online and see your open rates soar. If you haven’t already seen a decline in your website traffic, you will unless you follow the above tips and advice. You have only success to aim for!