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So getting into the primary folder at a ISP like Gmail or Yahoo is different for every
sender and that's part of what's happening in the space now with email. That's why
email is becoming so data driven. It's because all of those ISPs are now starting to look
in different places for filtering decisions that serve their customers the best.
So Gmail for example, is increasingly looking at how the sender interacts with the email
and that's going to be different not only on an individual basis for their customers,
but for the customers of the sender.
So what you really have to do is be on top of criteria, and be out in front of it and
listen to what the ISPs are trying to tell you and conform your program more closely
aligned. So what's happening is one size fits all best practices are becoming less
effective and understanding how your ISP views you and your individual subscribers is really
the formula for success.
You can kind of liken it to search engine optimization model where Google is very interested
in relevant content for their customers and that always drives success for them. So when
you build a website, you want to make that website as relevant as possible. The same
thing seems to be happening with the email market so if your emails are highly relevant
and interesting to the people that you are sending them to then the ISPs like that because
that serves the customer really well.
So if you have interesting relevant content to share and your customers are responding
to that then you're going to see great results. Your customers are going to see great results.
And is that a formula for success? Well it's an age old formula right? You want to serve
your customers and give them great content, great information. And in the end, the rest
of it sort of works out in the end.