Email marketing, either to promote business or share the latest announcement, is a staple for many companies. It’s still the best way to reach warm leads quickly and with minimal fuss. However, Google’s new tabbed inbox and prominent unsubscribe option has the potential to affect email marketing strategies — for good or ill.
Curious how ever-adaptable startup founders would cope, I asked a group of innovators from the Young Entrepreneur Council their thoughts on Gmail’s new setup, and their strategies for managing the change. Their thoughts are below:
1. Use careful segmentation
Google wants users to not have spam, and it also wants your business to reach the user. Sometimes customers opt into a company’s send-to list, but they later decide they don’t want the emails. If they can’t find the unsubscribe button, they might mark the message as spam. This prominent unsubscribe option will hopefully replace the spam button, which, in turn, should prevent delivery problems for all of the company’s emails. We’ll be sending emails as usual with careful segmentation to make sure our emails continue to be received.
— Brett Farmiloe, Digital Marketing Company Read more…