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Would you say that staying out of junk folders is yesterday's battle for email marketers?
What are today's battles for email marketers?
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3 Answers
I am with George, it is a constant challenge and not one to be overlooked.
Regular email users may be familiar with emails they want being inadvertently diverted to junk folders, understanding that this can be the case and checking junk folders regularly but consider the other signals this sends to recipients.
A good level of engagement and therefore a degree of anticipation for email will help motivate recipients to add the sender to their safe list.
Many high volume senders accept a large percentage of their emails being diverted to these folders as partly inevitable and while they continue to gain revenues despite this happening they continue - despite, in my opinion, forcing a law of diminishing returns.
Another consideration is that many in a technical role will consider an email in a junk folder as "delivered" - but not for those with a marketing/reach objective.
But constantly striving for inbox placement should be a goal for all email marketers.
It should be!
An 'email marketer' by definition should know how to comfortably avoid the junk folder nearly all of the time with very little effort and not have to worry about it as long as they keep getting it right.
In fact many do but cannot adhere to it due to the requirements for targets like new business leads through email.
With cold acquisition emailing through list purchasing and third party opt-ins still occurring, the common email marketing model still has the capability to get enough negative reactions to lessen a senders' reputation and get their emails junked.
So in those cases, it would be a constant battle.
very briefly - no. it's a constant battle.
today's battle for email marketers? also briefly - keep subscribers engaged.
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