Gmail Deliverability: Achieve 90% Inbox Placement


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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.

Published in: Business

Gmail Deliverability: Achieve 90% Inbox Placement

  1. 1. Powering Smarter MarketingImproving InboxPlacementNovember 2012Andrew BonarDeliverability Director, EmailvisionAlistair NewmanUK Country Director, Emailvision
  2. 2. 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
  3. 3. House-keeping● Put mobiles on silent● Fire-alarm at 10am● Questions??● Networking● Feedback form t
  4. 4. 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
  5. 5. Some of our 3000+ clients
  6. 6. 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 t
  7. 7. Andrew Bonar
  8. 8. Andrew Bonar
  9. 9. What does Andrew know?
  10. 10. Inbox Placement & Gmail
  11. 11. Gmail: Clearing the clutter © Emailvision 2012
  12. 12. What makes Gmail different?● Aggregated sentiment● Individually personalised inbox placement● No feedback loops● No support options © Emailvision 2012
  13. 13. 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
  14. 14. 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
  15. 15. 8 Practical steps toimprove inbox placement
  16. 16. 1. User engagementGet them to show the love…. © Emailvision 2012
  17. 17. 2. Google Apps, Friend or Foe?Can be leveraged for improvements… © Emailvision 2012
  18. 18. 3. Slow down the cadence…Slow down… …avoid the humps © Emailvision 2012
  19. 19. 4. List HygieneKeep it clean… © Emailvision 2012
  20. 20. 5. Grade beyond just «active» © Emailvision 2012
  21. 21. 6. Focus on best sources © Emailvision 2012
  22. 22. 7. Targetting Gmail subscribersTargeted campaigns for Gmail Users Only © Emailvision 2012
  23. 23. 8. Welcome programmeEncourage clicks © Emailvision 2012
  24. 24. 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
  25. 25. 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
  26. 26. Encourage engagement
  27. 27. Undoing the spam problem © Emailvision 2012
  28. 28. 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
  29. 29. 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
  30. 30. More consistent inbox © Emailvision 2012
  31. 31. Case Study
  32. 32. 35% inbox placement…. © Emailvision 2012
  33. 33. 90% inbox placement…. © Emailvision 2012
  34. 34. Summary
  35. 35. 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
  36. 36. Questions Let’s Connect Andrew Bonar Twitter @andrewbonar Linkedin