For a while now, email marketers have been discussing the value of segmentation, relevance and only sending subscribers what they want. Word to the Wise, which blogs on email deliverability issues, recently had a great quote on the “perfect” email:
The perfect email is no longer measured in how perfectly correct the technology is. The perfect email is now measured by how perfect it is for the recipient.
Nonprofits have largely steered clear of the conversation. But Priority Inbox and other systems are entering your recipient’s inboxes and may radically change the way subscribers interact with your messages.
As inbox placement becomes increasingly complicated (going way beyond a reverse chronological list) with spam filters and both automated and manual “priority” filters largely driven by relevance, organizations can’t assume that delivered email is being shown to the recipient.