As you might know, Google are in the process of rolling out their Priority Emails. This means good and bad news for email marketers.
Priority Inbox (for Gmail) attempts to deliver the most relevant emails to the top of a user’s inbox screen, combines the behaviors of all Gmail users with your personal preferences and behaviors to deliver an inbox where your most important mail gets read first.
The researchers say that for Googlers who receive similar volumes of mail, Priority Inbox users spend 6 percent less time reading mail overall, and 13 percent less time reading unimportant mail. So while Priority Inbox may end up making you more productive, you might have less to chat about at the virtual water cooler. Unless you use those time savings to hang out on Twitter.
-> Video here to learn more about this
Is this for real?
Yes, the service is for real. In fact, I am in the process of testing it. Not sure that I will spend the time necessary to “customize” my inbox experience for the Priority Inbox to work well for me. And – frankly – not sure that this will get significant traction with Gmail users.
Bad news for email marketers
The bad news relates to email marketers whom have not (yet) established a mutually beneficial relationship with their subscribers. In Europe that means an estimated 80-90% of all email marketers. In the Middle East and Asia, more likely 95-97%.
Good news for email marketers
If you have established a strong relationship with your email newsletter and email campaigns subscribers, you are in good shape. If a large proportion of your recipients frequently open and react to your content, there seems to be a good chance that your emails will end up in the Priority Inbox.
But if you haven’t yet, you are also in luck. Because when you study the mechanisms of Priority Inbox, you will realize that it is evidently important that you establish a closer bond with your audience in order to earn inclusion in the Priority Inbox of your audience.
What’s more likely to happen?
Have you noticed that people – in general – are rather incapable of prioritizing? And that most people are “afraid” of missing out on something. Well, I have. So it is indeed likely that the Priority Inbox is going to get just as crowded as the inbox is today. It might take a bit of time, but still – it really might happen.
What to do next?
You can check if the Email Marketing Masterclass is coming to a place near you ( :- ) or sit down with your colleagues, your team, your agency, your ESP and answer these three simple questions;
1) what can we do to establish a stronger relationship to our email marketing subscribers?
2) should we run a campaign targeted at all our gmail users to stimulate them to tick our email/s as Priority email?
3) when was the last time we checked the basic email marketing metrics specifically related to recipients with a gmail account vs. recipients using other email inbox services – could we learn something by monitoring these numbers over time?