Since Google (GMAIL) changed its deliverability rules early april 2011 some customers might see a drop in Inbox delivery rate. Google is moving more and more towards an engagement based filtering algorithm and customers who do not have an engaged Gmail audience will suffer from these changes.

Although it’s not exactly clear which components way in more than the other it’s safe to say that

 things such as “who clicked on a link in my campaign”, “who opened the email”, “who clicked on this is spam, or “Not spam”” have a significant impact on the deliverability rate.

Teneo therefore recommends all its customers to re-evaluate their engagement with the GMAIL audience. If you experience a drop in delivery rate to GMAIL we recommend to start a re-activation campaign to your GMAIL subscribers.

A reactivation campaign is, simply stated, a special campaign that customers can send to certain subscribers who have, for example, not opened any of your last 4 campaigns. The special campaign will send a last email to those subscribers asking them if they would like to further receive messages from you. The subscriber has to reconfirm his or her interest at that point.

This will indeed result in a drop of GMAIL subscribers on your subscribers database, but it will pay off in the long run, since your messages will only be sent to people who actually want to receive them, who interact/engage with your messages, hence resulting in better inbox placement!

If you have any questions regarding these issues or how to go about setting up your re-activation campaign you can contact us for further assistance.

Let us ENGAGE !