Race to Inbox

Since childhood one is taught to compete. Take it school, extra curricular, graduation/PG, job. Everywhere there is a race, race to out-stand in every work we do. In this internet savvy environment there is a race to increase the client base, provide best services, increase traffic, increase revenue and the list can go on.

Getting down to some facts: More than 294 bn email messages are sent every day around the globe, which means 2.8 mn emails are sent every second and some 90 trillion emails are sent per year.

In 2010:

  • 1.9 billion e-mailers sent 107 TRILLION emails
  • 1.97 billion – Internet users worldwide (June 2010). Most are in Asia.
  • 294 billion – Average number of email messages per day.
  • 89.1% – The share of emails that were spam.
  • 255 million – The number of websites as of December 2010.

*Source: http://www.businessinsider.com

With such big figures one can imagine how many emails a person would be receiving in a day. Here the race starts with reaching the Inbox. An ESP takes the responsibility to guide the marketer to ensure that an email gets delivered and that too in Inbox. Some guidelines can be followed while doing email marketing. Like:

  • Keeping the subject line relevant to the mailer content and avoid using All CAPS in it.
  • The email content should be a combination of text and image. This also helps for mobile devices to read an email if in text format.
  • Using opt-in/double opt-in database.
  • Go for permission based email marketing.
  • Based on the subscriber behavior, send them relevant emails. This increase the subscriber engagement and help in retaining the customer.
  • Keep a track of ISP’s behavior and improvise it in your email campaigns.

 

Who reaches to the Inbox first or who finally makes it to Inbox. This also depends on how good your IP/domain reputation is with the ISP’s. So start working on the basics and get ready to race with your competitors.

It is not always that slow and steady wins the race but working steadily with good strategy and strong basics would definitely let you win the race!!!

May, 23, 2011

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