June 24, 2016

Google and Microsoft email rule changes

Apparently, shock of shocks, Google and Microsoft are changing the rules.

If you use an email service provider (like Infusionsoft or Mailchimp) to send emails and set your sender name as a @gmail, @hotmail, @yahoo, @aol, @outlook, @live, or @msn domain your emails are no longer going to get through.

If you have a serious business I don’t know why you would set your sender name as any of these things, but apparently people do.

Reading between the lines I think there is an important trend going on. People in general use Gmail, Outlook or some equivalent system to read emails. These systems are increasingly focusing on relevancy, not recency.

How recently you received an email is less important to these email systems than the historical interaction you have with the sender.

If you have a good track record of opening emails from a particular sender and even replying to the occasional email, Google will flag emails from that person as important.

Important emails

If Google think you’re a scumbag they’ll relegate your emails to the promotions tab. You don’t want to be showing up under the promotions tab. You want to be showing up under the inbox tab, with a yellow ‘important’ shield next to your name.

A lot of what I do falls under the category of marketing nurture. Marketing nurture means taking cold enquiries and generating sales. To achieve that you need interaction. You need to be showing up in the inbox. You need high open and engagement rates.

The problem is the whole nurture model has been a little… vague. A contact opts in. We ‘nurture’ them for an indeterminate period of time. Eventually they see the light and pull out their credit card.

I’m running a webinar next week talking about a marketing nurture model I have been working on. If you are fed up of endless nurturing and want to generate sales you should listen in. We’ll be breaking the marketing nurture process down into specific actionable steps that generate revenue.

Join us to learn:

  • The four nurture phases, and what to do at each phase
  • How to dramatically shorten the nurture cycle
  • When to make an offer, and at what point
  • The step in the nurture process that most companies miss

Wednesday 29th June, 6-7PM UK, 1PM US Eastern.

Click here to book your place

There is no charge to attend live. A recording will be available for 48 hours after the call.

Rob Drummond

Rob Drummond runs the Maze Marketing Podcast and Maze Mastery. Rob specialises in content production, ad creation, storytelling and CRM systems. He has two published books, Magnetic Expertise and Simple Story Selling, affordable on Amazon.