Getting to your users’ inbox is a never as easy as it sounds. Most e-commerce companies ending up in the promo tab is almost unavoidable, especially if you are actually sending a promotional email. For everyone else, however, there is still plenty of hope. When it comes to in-boxing the major ISPs only care about one simple question: Once your email hits their inbox, what are people doing with it?

The idea of simply getting to the inbox is long gone. The new idea to rule the realm of email marketing now has to do more with your overall engagement. Did the user ever look at your email EVEN if it’s in the inbox? At the end of the day the bigger question is: do your users want what you’re sending? For e-commerce the answer is almost always yes, but for anyone else it’s more complicated. For example, if you own a site that matches people with credit cards based on their credit score and you send them an email for tire coupons, your engagement will almost certainly be lower than if you send them something finance related such as credit card ads or payday loan offers.

It might sound like a no-brainer, but, at the end of the day there are millions of emails in people’s inboxes that never get opened. These unopened emails hurt the sender’s reputation and might cause their future emails to bounce or get tossed in the spam folder. The moral of the story is to make sure the content you are sending is relevant and interesting to your users. It is a slippery slope when it comes to in-boxing and spamming, so make sure you know your users before you send them an email.

Hawke Media is full service outsourced CMO and digital advertising agency with clients in Santa Monica, Los Angeles, San Jose, San Francisco, Chicago and New York.

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