Design and Conquer Your Emails

Oh no, here it comes! We’re all gonna dieeeee! It’s… Gmail Priority Inbox!

(This article is part of a 2 part series – learn more about Gmail Priority Inbox here or watch Gmail’s video)

Don’t worry, this isn’t the end of email marketing as we know it… it just means that companies need to provide VALUE in their emails more than ever! No more “Dino-digs November Dinosaur Newsletter” – but rather “Dino-digs finds Rare Dinosaur – and wants to name it after you!”

Businesses that want to “make the cut” need to promote value to their subscribers, and the easiest ways to do this are through targeted messages that make your subscribers want to open, read, click, reply, share and beyond. Here are several ideas to make any email a high-priority for your subscribers and Gmail’s Priority Inbox:

- List Segmentation: Segment your lists based on subscriber values: if a subscriber liked a certain product, what are other similar ones they may like? Then, use some ridiculously excellent dynamic content and populate a few options that may interest the individual based on past purchases.

- Killer subject lines: customizing subject lines with the subscribers name is not enough these days (but it’s a good start!). Tell the subscriber what they’re going to get by opening this awesome email!

- Clear and urgent call to action: Simply telling your subscriber to “purchase now” leaves them thinking they have all the time in the world to grab your offer: change it to “purchase now – expires in 24 hours”. Not only will you increase urgency, but your click-through rates will go through the roof!

- Number of email marketing messages: Don’t over-send emails – optimize your 1 message and its perfection will drive your readers “click-happy”. Over-sending can dilute your value proposition.

- Remember what you promised: If your readers signed up for discounts on clothes sold in your store, make sure they get just those. Don’t get tempted to blast an unrelated email.