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Gmail Deliverability: Achieve 90% Inbox Placement
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Gmail Deliverability: Achieve 90% Inbox Placement

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How to increase inbox placement rates at Gmail. ...

How to increase inbox placement rates at Gmail.

Case Study of one email marketer getting rates from 35% Inbox to 90% Inbox, in 8 actionable steps.

Plenty of examples from online retailers and others who put in place a plan following the steps in this seminar delivered to a full house of UK Retailers.

Supporting whitepaper available.

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Gmail Deliverability: Achieve 90% Inbox Placement Gmail Deliverability: Achieve 90% Inbox Placement Presentation Transcript

  • Powering Smarter MarketingImproving InboxPlacementNovember 2012Andrew BonarDeliverability Director, EmailvisionAlistair NewmanUK Country Director, Emailvision www.emailvision.co.uk
  • AgendaTime Agenda9:00 – 9:10 Welcome – Introduction Alistair Newman, UK Country Manager9:10 – 10:10 Presentation & case study Andrew Bonar, Deliverability Director10:10 – 10:30 Q&As10:30 onwards Networking
  • House-keeping● Put mobiles on silent● Fire-alarm at 10am● Questions??● Networking● Feedback form www.emailvision.co.uk t View slide
  • Who is Emailvision?● Largest international ESP● Providing SaaS Solutions for Relationship Marketing and Customer Intelligence● Offices in 20+ countries● 650+ employees● 3200+ clients● Consistent 30%+ revenue growth● Sending 600K+ global campaigns / month● The 1st company to deliver SaaS Customer Intelligence View slide
  • Some of our 3000+ clients www.emailvision.co.uk
  • Campaign Commander● Customer Intelligence Integrations Integration● Behavioural Targeting Email● Email Marketing APIs● Mobile Marketing Email Customer● Social Marketing Web Customer Intelligence intelligence Mobile● Website Marketing● APIs for Social ● Additional data sources ● Custom Applications Custom Applications www.emailvision.co.uk t
  • Andrew Bonar www.emailvision.com
  • Andrew Bonar www.emailvision.com
  • What does Andrew know? www.emailvision.com
  • Inbox Placement & Gmail www.emailvision.com
  • Gmail: Clearing the clutter © Emailvision 2012
  • What makes Gmail different?● Aggregated sentiment● Individually personalised inbox placement● No feedback loops● No support options © Emailvision 2012
  • What are their reasons for labellingemails as spam?● Similar to other messages● Different language● Others marked similar messages as “spam”● Complaints from your program © Emailvision 2012
  • What are their reasons for labellingemails as spam?● Similar to other messages● Different language● Others marked similar messages as “spam”● Complaints from your programme © Emailvision 2012
  • 8 Practical steps toimprove inbox placement www.emailvision.com
  • 1. User engagementGet them to show the love…. © Emailvision 2012
  • 2. Google Apps, Friend or Foe?Can be leveraged for improvements… © Emailvision 2012
  • 3. Slow down the cadence…Slow down… …avoid the humps © Emailvision 2012
  • 4. List HygieneKeep it clean… © Emailvision 2012
  • 5. Grade beyond just «active» © Emailvision 2012
  • 6. Focus on best sources © Emailvision 2012
  • 7. Targetting Gmail subscribersTargeted campaigns for Gmail Users Only © Emailvision 2012
  • 8. Welcome programmeEncourage clicks © Emailvision 2012
  • Can you guarantee inbox?● The From: address is listed in the users Contacts● A user clicks Not Spam to alert Gmail that messages sent from that address are solicited Further two that appear to have a major impact● The recipient has previously replied to the sender● The subject line and content is like that of previously read emails © Emailvision 2012
  • Can you guarantee «SPAM» placement?● Content associated with spam such as mature/adult content & "get rich quick" schemes● The amount of unread email sent by the sender● Behaviour of other Gmail users, such as many people reporting spam from a particular sender● Similarity to other spam or phishing messages based on a combination of things including: a) subject matter b) elements like spelling c) html formatting © Emailvision 2012
  • Encourage engagement www.emailvision.com
  • Undoing the spam problem © Emailvision 2012
  • Target Gmail users specificallySome example subject lines include:● "Gmail Users Weekend Sales Event: 59% off a Gift Mom will Remember Forever"● "Our Easter Flash Sale for Gmail Users is Now!"● "63% off Delicious Easter Strawberries for Gmail users" © Emailvision 2012
  • Use Urgency: winning subject linesSome example subject lines include:● Gmail customers, this is your last chance to Save…● Gmail Exclusive! Surprise some bunny special with Easter Tulips…● ALERT: Exclusive 40% off savings for Gmail customers!● Just for Gmail customers: 50% off! © Emailvision 2012
  • More consistent inbox © Emailvision 2012
  • Case Study www.emailvision.com
  • 35% inbox placement…. © Emailvision 2012
  • 90% inbox placement…. © Emailvision 2012
  • Summary www.emailvision.com
  • What to take away & next steps● Just days until Christmas…● Create targeted Gmail campaigns● Analyse and segment your user base● Review current offers and content● Reward your Gmail subscribers © Emailvision 2012
  • Questions Let’s Connect Andrew Bonar Twitter @andrewbonar Linkedin http://uk.linkedin.com/in/andrewbonar www.emailvision.co.uk