How to Adapt to the Ultra Managed Inbox

Author:

Stephanie Miller

Source:

It's never been a question of knowledge, really. Email marketers have always known what to do to create amazing customer experiences. We know we need to segment, customize content, personalize the experience, and pull back on generic promotions. The reason why most email marketing doesn't do those things and resembles broadcasts more than dialogs is that we just never put our full effort into it. Pressure was low because the channel is inexpensive and broadcasts to the file earned plenty of short-term revenue.
 
Now, a new set of inbox management tools are emerging from the global mailbox providers like Yahoo, Hotmail/MSN, and Gmail. These tools make it easier for subscribers to avoid whatever isn't interesting to them. In fact, Hotmail did a major release of the new features in the last week of July, so more and more subscribers have access to the Sweep and other filtering tools. I call it the "Ultra Managed Inbox" and introduced the concept in my last column.
 
To continue to earn high revenue from the channel, email marketers must adopt a new attitude about the importance of subscriber experience and loyalty - and focus on making our email messages worthy of the inbox.
 
Consider these eight steps now, and incorporate them into your practices and calendar to protect your base and improve response and revenues for the long term. Embrace them before the full suite of inbox management tools become ubiquitous over the next few months....