Publication is available under Attribution-ShareAlike license https://creativecommons.org/licenses/by-sa/2.5/au/ ---- Acknowledgements must be provided as per the terms. The Creator: Andrew Bonar, emailexpert.org Link to: https://www.slideshare.net/mrbonar/ Include reference to the original title of whichever presentation you are utilising Please message me to let me know where you have made use of the content, thanks! ----- How to increase inbox placement rates at Gmail. Case Study of one email marketer getting rates from 35% Inbox to 90% Inbox, in 8 actionable steps. Plenty of examples from online retailers and others who put in place a plan following the steps in this seminar delivered to a full house of UK Retailers. Supporting whitepaper available.

1. Powering Smarter Marketing
Improving Inbox
Placement
November 2012
Andrew Bonar
Deliverability Director, Emailvision
Alistair Newman
UK Country Director, Emailvision
www.emailvision.co.uk

2. Agenda
Time Agenda
9:00 – 9:10 Welcome – Introduction
Alistair Newman, UK Country Manager
9:10 – 10:10 Presentation & case study
Andrew Bonar, Deliverability Director
10:10 – 10:30 Q&As
10:30 onwards Networking

3. House-keeping
● Put mobiles on silent
● Fire-alarm at 10am
● Questions??
● Networking
● Feedback form
www.emailvision.co.uk
t

4. Who is Emailvision?
● Largest international ESP
● Providing SaaS Solutions for Relationship Marketing and
Customer Intelligence
● Offices in 20+ countries
● 650+ employees
● 3200+ clients
● Consistent 30%+ revenue growth
● Sending 600K+ global campaigns / month
● The 1st company to deliver SaaS Customer Intelligence

5. Some of our 3000+ clients
www.emailvision.co.uk

6. Campaign Commander
● Customer Intelligence Integrations
Integration
● Behavioural Targeting
Email
● Email Marketing APIs
● Mobile Marketing Email
Customer
● Social Marketing Web Customer
Intelligence
intelligence
Mobile
● Website Marketing
● APIs for
Social
● Additional data sources
● Custom Applications Custom Applications
www.emailvision.co.uk
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7. Andrew Bonar
www.emailvision.com

8. Andrew Bonar
www.emailvision.com

9. What does Andrew know?
www.emailvision.com

10. Inbox Placement & Gmail
www.emailvision.com

11. Gmail: Clearing the clutter
© Emailvision 2012

12. What makes Gmail different?
● Aggregated sentiment
● Individually personalised inbox placement
● No feedback loops
● No support options
© Emailvision 2012

13. What are their reasons for labelling
emails as spam?
● Similar to other messages
● Different language
● Others marked similar messages as “spam”
● Complaints from your program
© Emailvision 2012

14. What are their reasons for labelling
emails as spam?
● Similar to other messages
● Different language
● Others marked similar messages as “spam”
● Complaints from your programme
© Emailvision 2012

15. 8 Practical steps to
improve inbox placement
www.emailvision.com

16. 1. User engagement
Get them to show the love….
© Emailvision 2012

17. 2. Google Apps, Friend or Foe?
Can be leveraged for improvements…
© Emailvision 2012

18. 3. Slow down the cadence…
Slow down…
…avoid the humps
© Emailvision 2012

19. 4. List Hygiene
Keep it clean…
© Emailvision 2012

20. 5. Grade beyond just «active»
© Emailvision 2012

21. 6. Focus on best sources
© Emailvision 2012

22. 7. Targetting Gmail subscribers
Targeted campaigns for Gmail Users Only
© Emailvision 2012

23. 8. Welcome programme
Encourage clicks
© Emailvision 2012

24. Can you guarantee inbox?
● The 'From:' address is listed in the user's
Contacts
● A user clicks 'Not Spam' to alert Gmail that
messages sent from that address are solicited
Further two that appear to have a major impact
● The recipient has previously replied to the
sender
● The subject line and content is like that of
previously read emails
© Emailvision 2012

25. Can you guarantee «SPAM» placement?
● Content associated with spam such as
mature/adult content & "get rich quick" schemes
● The amount of unread email sent by the sender
● Behaviour of other Gmail users, such as many
people reporting spam from a particular sender
● Similarity to other spam or phishing messages
based on a combination of things including:
a) subject matter
b) elements like spelling
c) html formatting
© Emailvision 2012

26. Encourage engagement
www.emailvision.com

27. Undoing the spam problem
© Emailvision 2012

28. Target Gmail users specifically
Some example subject lines include:
● "Gmail Users Weekend Sales Event: 59% off a
Gift Mom will Remember Forever"
● "Our Easter Flash Sale for Gmail Users is Now!"
● "63% off Delicious Easter Strawberries for Gmail
users"
© Emailvision 2012

29. Use Urgency: winning subject lines
Some example subject lines include:
● Gmail customers, this is your last chance to
Save…
● Gmail Exclusive! Surprise some bunny special
with Easter Tulips…
● ALERT: Exclusive 40% off savings for Gmail
customers!
● Just for Gmail customers: 50% off!
© Emailvision 2012

30. More consistent inbox
© Emailvision 2012

31. Case Study
www.emailvision.com

32. 35% inbox placement….
© Emailvision 2012

33. 90% inbox placement….
© Emailvision 2012

34. Summary
www.emailvision.com

35. What to take away & next steps
● Just days until Christmas…
● Create targeted Gmail campaigns
● Analyse and segment your user base
● Review current offers and content
● Reward your Gmail subscribers
© Emailvision 2012

36. Questions
Let’s Connect
Andrew Bonar
Twitter
@andrewbonar
Linkedin
http://uk.linkedin.com/in/andrewbonar
www.emailvision.co.uk