Inbox Changes – Here We Go Again...
Before I dig into what is a very dynamic topic for email marketing, I want to talk about mailboxes. In 1775, when Benjamin Franklin became the first postmaster general of the U.S., mailboxes looked something like this:
And believe it or not, in the 230+ years since the mailbox has been around, not much has changed. It's a box with a door on it.So, if I was a direct mail marketer, it's nice to know that inbox changes just aren't a thing.
So, if you were going to do the same little before and after pictures for email inboxes...Here's what your first email inbox may have looked like:
And here's what it may look like now:
I'll spare you a detailed analysis of all the differences between an AOL Desktop Inbox and what Gmail looks like on a phone, but I think you get the idea.
Since email inboxes have been changing, there have been a few notable changes that have wreaked havoc on email marketing:
Spam Filters – The email service provider used to let all the emails sent to an address come through, but now they take the liberty of filtering our emails they deem as inappropriate.
Junk Email Accounts – Email service providers used to charge by the email address, discouraging users from having more than a single email address. Now that email accounts are mostly free, it's not uncommon for people to have two or more accounts, one they check regularly and all the others.
Mobile Friendly Designs – Email inboxes now automatically compress emails to be better experienced on a phone rather than a big screen.
Conversation Threading – Used to be that every single email was its own unique entity, not tied to any of the previous emails sent to your inbox. Now, conversations are actually linked together based on the subject line making it easier to access and entire line of communciation.
Social, Promotions, and Update Tabs – Perhaps the most recent big one, rather than all the emails delivered to a single main inbox, emails are distributed across 4 different tabs at the email service provider's discretion.
These are just five changes. The list could be at least ten times as long.The point is, inboxes change drastically all the time and as a sender of email, you have to be ahead of the changes.
I'll give you an extra example. Recently, Google announced that they are considering releasing an even more drastic change called Google Inbox. Check it out here. Here's what it may look like:
Who knows what kind of effects it will have on the way that people read emails, but you can bet that it certainly will.
Are you ready?
Five Terrible Franchising Display Ads and One That Worked
For those of you who have been in the internet game for a long time, you know way more than I do about display ads. It seems that as long as people have been clicking around the internet, there have been advertisements ready to meet them. Anyone remember when banner ads used to look something like this?
How Does the Holiday Season Affect Interest in Franchising
It’s the middle of November, so that means that FranchiseHelp is continually getting one of my favorite inquiries: How do the holidays affect franchise lead gen?
Measure Franchise Lead Response Times in Seconds Not Days
Proper timing is a crucial part of any marketing venture. Frankly, proper timing can make or break a marketing campaign’s performance. For example, a company attempting to target simply adults will find themselves purchasing TV spots late into the evening, well after the rest of the family has gone to sleep. (Think about the commercials on David Letterman’s show.)