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Secrets to Conquering the Gmail Inbox

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This presentation is from Affiliate Summit East 2018 (July 29 - July 31, 2018 in New York).

Session description: Do you struggle to hit the inbox in gmail? If so, you’re not alone. Gmail has more than 1.2 billion active users. Your ability to reach them can make or break your email program!

Published in: Business
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Secrets to Conquering the Gmail Inbox

  1. 1. Secrets to Conquering the Gmail Inbox PRESENTED BY: SCOTT WOLF, CEO OF ARCAMAX PUBLISHING THE LEADER IN NEWS AND ENTERTAINMENT BY EMAIL
  2. 2. • Without success in Gmail, your email program will underachieve. • 1.2 billion users (as of July 2017)* • 20% share of the global email client market* • Android mobile devices • More responsive users * from https://expandedramblings.com/index.php/gmail-statistics/ 2 Why Gmail?
  3. 3. • Gmail is outstanding at determining if a particular user wants mail from a particular sender. • You cannot build a long-term business on the email channel sending people email that they don't want. • You can consistently send marketing email into gmail and hit the inbox, but only if you make user experience your top priority. • "Inbox" - Primary inbox is ideal; promo and update tabs are 2nd best. Spam folder is a disaster. 3 Guiding Principles
  4. 4. Gmail is a "Black Box" • According to "Word to the Wise", gmail's filtering includes 700 different components and updates via AI every 10 minutes. • Any tactical "tip" could be obsolete before you get home. • My outcome: Share my experience and what works for us (1 MM opened emails in gmail currently per day). • Not a basic deliverability talk – rather, a mailing philosophy to help you develop your "gmail worldview." 4
  5. 5. Your Inbox "Recipe" • Think of Gmail inboxing like "cooking soup." • Every mailer/website will have a unique recipe with unique ingredients. • Your Sending Domain Reputation is the type of soup – the primary ingredient. • If your domain rep is lousy, your soup will be lousy and not much can save it. 5
  6. 6. Your Inbox "Recipe" • Other ingredients: •Any domains in the email (image paths, url's, bounce domains, from domains, etc.) •Associated domains: redirect and link destination domains •IP reputations •From lines •Content •Sending infrastructure (more about this later) 6
  7. 7. 7 Gmail User Lifecycle: Inception • Permission: we use double opt-in (DOI) • Most important: Intent •Do people really want your email? •Clearly set expectations. • Gmail is very good at figuring out if the recipient wants your email, and this is where it starts. • If you DOI, slower list growth but more engaged users. More likely to inbox from that point forward. You fight the battle on your confirmation emails then.
  8. 8. 8 Gmail User Lifecycle: Engagement • Biggest factor in inboxing and domain reputation • To what extent do your users respond, open, click and read? Complain or move to spam? • How frequently? • Once they engage positively, your mail should inbox to that user. If they stop engaging, you could fall out of the inbox to that user.
  9. 9. 9 Gmail User Lifecycle: Engagement • Engagement with your website. •Google is a search company. They index your pages. •Browsing data via Chrome. • My company's process: •Pages with content indexed (for years). •User confirms their sub, landing on a page on our domain. •We then send mail on that domain including content that is similar to indexed pages.
  10. 10. 10 Gmail User Lifecycle: Retirement • Monitor back-end engagement as users tend to fade away. Newer users are more engaged. • Stop mailing after a period of time of inactivity. •Otherwise you could hit the spam folder for that user. •Too many of these and your domain rep drops. • It's a vicious circle – the death of many a mailer.
  11. 11. 11 Technical Considerations • Age of Domain. Older implies security. • SPF, DKIM, DMARC must all pass. • Warm up your IP's and domains. • Code for mobile experience. •A large % of your users are on android phones. •If they find your material is easy to read, they'll engage more.
  12. 12. • Word to the Wise: https://wordtothewise.com/blog/ •Gmail Postmaster to register sending domains: postmaster.google.com • Blacklist information: https://returnpath.com/wp- content/uploads/2015/02/blacklists_infographic.png 12 Useful Links
  13. 13. SCOTT WOLF SCOTT.WOLF@ARCAMAX.COM 757-596-9730 X202 ARCAMAX PUBLISHING THE LEADER IN NEWS AND ENTERTAINMENT BY EMAIL 13

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