For Managed Inbox Optimisation, brands must evaluate their email metrics

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 02, 2019, 1:51 AM UTC

These metrics will help determine the areas of improvement, particularly related to ISPs.

Managed Inbox Optimisation (MIO) is an approach of proactively handling deliverability, optimising email content engagement and examine results to maintain and improve relations with the subscribers and Internet Service Providers (ISP) to ensure inbox placement.

To work towards Managed Inbox Optimisation, businesses must evaluate their email metrics, subscriber list and segmentation practices. These metrics will help the brand identify the pain points that need to be improved, especially in relation to ISPs.

Kate Barrett, owner and director at e-Focus Marketing and author of E-intelligence stated that, “Without a managed inbox approach to your email marketing, all the time and effort you’ve spent on creating an email and actually getting it out the door is wasted”. This is even more relevant when users can use third-party apps that let them automate their inboxes.  

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