Having trouble persuading customers on your mailing list to open your emails? WhoIsHostingThis? has compiled this infographic (below) for all marketers explaining email deliverability and the different factors that affect the chances of readers opening marketing emails.
The introduction of Gmail’s tabbed mailbox (pictured) has added to the challenge. With most marketing materials now landing straight in the Promotions tab, open rates have suffered a decline.
While highly engaged users (those who regularly open marketing emails) are now more likely to open them, research shows a decrease in rates in the low-to-medium engagement group. Meanwhile, medium engaged readers are likely to continue opening emails as they did before.
There’s some helpful advice to help marketers get over this obstacle. Encourage subscribers to move your emails to the Primary tab by telling them how easy it is to do this - blog about it and include a step-by-step guide.