The release of Gmail’s Priority Inbox is one of the most critical developments in the world of email marketing in recent years. Its release signals the increasing importance of recipients’ social networks in influencing the delivery and ranking of your message. Not only do email marketers have to worry about whether or not their messages will be opened, but now other factors come into play like whether or not the email will arrive be ranked high enough to be considered or whether or not the message will appear at all. While this service benefits consumers, it presents a great challenge for members of the digital marketing industry.
For those who think that the Google Priority Inbox is an anomaly, it may be time to think again. Google is increasingly emphasizing your contacts in other areas as well. In its field trial period, Google + is experimenting with different ways in which to classify and unite your different spheres of friends. Circles, hangouts, instant uploads and huddles are new tools designed by Google to bring together your various networks through email, video chat, photo sharing and group texting respectively.
Digital marketers must devise strategies to integrate their brands into the intended recipients’ contacts or social networks or risk being left behind.
