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The ClickMail Marketer Maximizing your email marketing ROI |
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In email marketing, relevance matters more now than ever
As if there weren’t enough, there’s yet another reason it’s important to be relevant. And you’d better be ready for it if you want your emails to get into those inboxes. Some major ISPs are upping the email delivery ante. And you’re about to lose control over how they decide whether or not to let you through. Even if you’ve protected your online sending reputation, you’re whitelisted and you do everything on the reputation and delivery front correctly, now it’s the subscriber who will make the final call. Not because they flag you as spam. But because how they interact with your emails will be noted by the ISPs and taken into account when they deem whether or not they should continue to let your emails through. These ISPs are going to note whether or not the recipient opens or interacts with your email messages. If you send several emails and none are opened, the ISP is going to assume you are not wanted by that subscriber and no longer let you through. As a result, relevance has never before been as critical as it is now. More than ever, you have to put the subscriber first, delivering what he or she expects and wants, not you, so that subscriber will interact with that email. And just in time to help you make your email marketing more relevant, Pivotal Veracity has introduced a new tool called MailboxIQ that will let you track email deliverability, rendering and reputation at the customer level across all the email platforms: mobile, social, search, web and software-based. MailboxIQ will help you be more relevant by giving you unparalleled insight into how and where people interact with your email. You’ll get the most accurate and comprehensive tracking of deliverability ever, and even know which folder your email is moved to once in the inbox. You’ll also have access to other critical metrics such as which customers add you to their address book, report your message as spam, and/or forward the message using their email client. Read more here about Mailbox IQ and contact us if you want to learn more about these deliverability changes and what you can do.
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