The Inbox Experience: 4 Areas of Focus

Posted by Casey Swanton on

The inbox can be a crowded place. Those who sign up to receive promotional messages rarely do so for just a single brand. This can result in a battle for attention among the rank and file within the inbox. While most brands put a lot of thought and effort into crafting subject lines and preheader content, this work is often “checking off boxes” rather than designing an experience within the context of the environment.

Let’s take a moment to consider the audience and their objectives. The inbox experience is often relegated to a triage process, where recipients are making split-second value judgments that determine whether the message is read, saved for later, deleted or flagged as spam. They are searching for value and relevance, but often do not take the time to carefully consider or internalize content. It’s the marketer’s objective to close the gap between the words within the inbox and the value they convey.

The rest of this post can be viewed on Target Marketing


Popular this Month

 Video in Email: Is It Right For Your Business? (Part 1)

Video in Email: Is It Right For Your Business? (Part 1)

Video in email is nothing new. Marketers have been using some form of video...

Read More

 [New Research] Are These Hidden Metrics Harming Your Deliverability?

[New Research] Are These Hidden Metrics Harming Your Deliverability?

Reaching the inbox is not as simple as hitting send. Once a message is...

Read More

 What Job Is Your Subscriber Hiring Your Email To Do?

What Job Is Your Subscriber Hiring Your Email To Do?

Over the last 16 years, I’ve worked as a product manager, run product...

Read More

Author Image

About Casey Swanton

Casey has a healthy fixation with helping marketers realize the potential of their email programs by addressing human needs, building better relationships, and ultimately driving improved results for the business. Her nine years of experience and obsession with evolving the email space helped land her a spot on ExpertSender’s list of “25 Email Geeks to Help You Get Your Geek On.”

Author Archive

Stay up to date

Enter your name and email address below to subscribe to our mailing list.

Your browser is out of date.
For a better Return Path experience, click a link below to get the latest version.