1. 12th April, Tuesday | 11:00 AM – 11:45 AM (IST)
Recent Changes In Gmail’s Algorithm:
What’s Your Strategy?
12th April, Tuesday | 11:00 AM – 11:45 AM (IST)

2. Tanishq Juneja Business Head - Email Marketing @ netCORE
ABOUT THE PRESENTER
Tanishq Juneja  Business Head - netCORE
Tanishq is responsible for overall operations and product direction of netCORE’s Marketing Solutions. His expertise in understanding the nuances of marketing makes him ideally suited to lead the Marketing team effectively to continued growth

3. THINGS TO REMEMBER #GmailDelivery Tweet Question Slides & Recording
Use below hashtags and handle to tweet during the
#GmailDelivery
Please use the chat window to ask questions during the webinar
You will get an with slides and recording post webinar

4. For Google, customer engagement has been a key determinant in filtering emails to the inbox
Visual Promotion Tab
Quick action buttons
Feedback loops
NEW
Gmail Priority Inbox
Personalized filtering
Gmail Image caching
Unsubscribe button

5. How Customers and Marketers react to Gmail’s Algorithm changes

6. Customers’ reactions

7. Happy
Don’t like it
Emotional

8. Marketers’ reactions

9. Nightmarish
Confused
Advise mode

10. I almost hit a sticky
wicket, but it’s all
in the game

11. Changes observed in email deliverability to the Gmail Inbox!
Delays in acceptance of s
Lower inbox placement rates
by Gmail servers
than usual

12. DON’T BE STUMPED!
5 Tips to improve your
Gmail inbox deliverability

13. 1: Data Hygiene Policies

14. 1: Data Hygiene Policies
Review your data sources and how they enter your marketing programs
Regular list maintenance (Clean active segment who regularly open and click s in 12 months)
Handle unsubscribe requests immediately. If using multiple vendors, unsubscribe from both the lists
Best practice to acquire subscribers through double opt-in
Remove duplicates and process incorrect ids
Provide clear unsubscribe instructions and option to edit their preferences

15. 2: Control Email Frequency

16. 2: Control Email Frequency
ONE
SIZE
FITS
ALL
Segmentation drives
Personalized relevant
content to the right
target group

17. 2: Control Email Frequency
Basis activity
2 s / month
3 s / month
Active
1 time opener
Active
2-3 time
opener
Remove ids of users who haven’t responded to these
re-engagement s after 4 months
4 s / month
4 s / month
2 s / month
Active
In-Active
Actively
posting on website
Active
4 time
opener
In-Active
Never opened
Earlier buckets of segmentation
Proposed buckets of segmentation
Bucketing rules to be revised every 4 months

18. 2: Control Email Frequency
Basis user attributes and interests
Dynamic content
based on user’s location
and product preference

19. 3: Create Customer Profiles

20. 3: Create Customer Profiles
Basis engagement with your brand
Best Friends
Regularly open and click your s
Friends
Very actively engage with your brand – open, click, transact, interact
Acquaintances
Hardly opens / clicks
Strangers
Inactive subscribers who may or may not have transacted in the past

21. To create the right customer profile, you need to get a 360° view of your customer

22. Are they just a face in the crowd?

23. Or do you have their digital identity?
Do you know
their next purchase?
their Last Name?
their last 10 purchases?
what they are tweeting right now?
what they like?
on what device they interact?

24. Most marketers do not have complete customer profile
Name: Pranay
Mobile: -
Gender: Male
Birthday: 27 Sep 1982
Name: -
Mobile:
Gender: Male
Birthday: -
Name: Ameya -
Mobile:
Gender: Female
Birthday: -
Name: Girish -
Mobile:
Gender: -
Birthday: 21 Jun 1965
Name: Ria -
Mobile:
Gender: Female
Birthday: 14 Feb 1970
Name: R
Mobile:
Gender: Male
Birthday: 2 Aug 1990

25. Time to start Personalize conversation via cross channel marketing automation tool like netCORE Smartech

26. 4: Manage The In-actives And Innovatively Engage The Super Actives

27. 4: Manage The In-actives
Confirmation to subscribers inactive > 1 year

28. 4: Manage The In-actives
Plan unique campaigns to passive users - transacted inactive users
Subject line:
Do you remember what you did on 12 July 2015?

29. 4: Manage The In-actives
Plan unique campaigns to passive users - non-transacted inactive users 1 2 3
Subject line:
Are you angry with us?
Subject line:
[NAME], Something’s amiss
Subject line:
It all started from [JOIN DATE]

30. 4: Manage The In-actives
Think less about reactivating your in-actives and focus on reaching out and engaging the audience in other ways

31. 4: Innovatively Engage The Super Actives
Customer engagement and branding might not show immediate results to business and seem time consuming.
But efforts are not wasted. These type of campaigns improve life time value of subscriber, help inbox s and position your brand better

32. 4: Innovatively Engage The Super Actives
Plan highly engaging interactive campaigns such as reply based
Subject line:
Batman Vs. Superman: Who’s side are you on?

33. 5: Refrain From Quick Fix Email Marketing

34. 5: Refrain From Quick Fix Email Marketing
i. Sending multiple s (worse still with same subject line!) as the recipient hasn’t opened the earlier @

35. 5: Refrain From Quick Fix Email Marketing
ii. If you recently started marketing, have a proper warm up plan in place
Step 3
Warm up by sending campaign in small chunks starting with active base and then slowly reaching to whole base
Step 1
Plan campaign to the most active base (user who opened s at least once in last 6 months)
Step 2
Test campaign before sending
Perform hygiene check mainly to Gmail before executing all campaigns
Avoid content/domains that might influence spam triggers
10K
1st Chunk
20K
2nd Chunk
Most active base
3rd Chunk
30K

36. 5: Refrain From Quick Fix Email Marketing
iii. Preferable to have dedicated set up of sender domain, IP and envelope instead of shared

37. 5: Refrain From Quick Fix Email Marketing
iv. Perform DKIM on sender domain/ envelope domain
Why its important?
authentication secures your brand name and protects from damaging your domain reputation
DKIM signed senders have higher chances of being in good books of gmail

38. Key
Takeaways

39. Key Takeaways
Keep the basics in place – double opt-in registration + block abuse & unsubscribes in real time
Control frequency to inactive subscribers (not more than 2 s a month)
Make use of your customer data effectively to send highly targeted and relevant s
Ensure s are SPF & DKIM authenticated
Bottom line to Gmail inbox delivery is the level of engagement/ interaction by the subscribers with your brand

40. & Q A

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