Question

Topic: E-Marketing

Should We Avoid Promotion Tabs In Gmail?

Posted by Vikatk on 11/30/2017 at 11:19 AM ET 125 Points
Hi Marketing Professionals,

I am testing cold emails with an invitation to the webinar. I am sending the emails to the first-time contacts through MailChimp and the email mostly lands under the Promotional tab in Gmail.
I have about 200 contacts so I can send it manually to make sure these emails land in their primary inbox. But should I? The information I've found about open rate of promotional emails is quite contradictory. Some say it's better to send emails that look like regular one, some say promotional tab is not a big deal and fully designed emails have better rates.
What is your personal experience? Any recommendations?

By the way, our webinar is for marketing professionals in credit union organizations, so if it is something you would be interested in, you are more than welcome to join us here:
https://dialoguetheory.com/webinar-2018-banking-credit-union-digital-growth-trends

Thank you!
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RESPONSES

  • Posted by Gary Bloomer on 11/30/2017 at 2:19 PM Accepted
    By focusing on where your cold email lands in terms of it going to the promotion partition vs arriving in the recipient's regular email inbox, you're looking for the wrong answer to the wrong question.

    The two more important aspects of ALL email are:

    1. The name of the sender as it appears in the recipient's email.

    2. The subject line's ability to get the message opened and read.

    The issue here is the nature of your list and your relationship with the people on that list.

    The list is cold.

    Why is the list cold?

    We open emails because of who they are from and because of what we know of what's in them.

    We get this information form those points 1 and 2 above.

    But to get this detail, we must first, as recipients, have a relationship of some kind with the sender.

    Without that, everything else is moot.

  • Posted by Jay Hamilton-Roth on 11/30/2017 at 3:13 PM Accepted
    Why not split test your list? Have half go through MailChimp, the rest manually. See what the open/response rate is for each group.
  • Posted by mgoodman on 11/30/2017 at 4:48 PM Moderator
    Regardless of which approach you use, I would make sure the invitation focuses on the benefit for your target audience, not the fact that you're going to deliver a seminar.

    A seminar is not a benefit for your target audience. It's a [painful] session that most will perceive as the price they have to pay to listen to your sales pitch, as a first step toward maybe getting some important benefit.

    If you lead with the benefit you will have a fighting chance.
  • Posted by Vikatk on 11/30/2017 at 5:07 PM Author
    Thanks everyone!

    So little time, so much to learn.

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