If you’re like me and the other 500+ million Gmail users, chances are you noticed that Google has a new feature to help clean up your inbox. If you get decide you don’t want to receive somebodys’ emails, you simply click the ‘block sender’ button and every email you receive from them goes automatically to your spam box.
Instead of being an internet tattle tale and marking the email as spam, unsubscribing, or setting up a filter to remove that sender from your inbox Gmail provided a 1-click answer.
For consumers, this is a convenient new feature. For marketers who use email, this should also be seen as a good thing!
If a particular ISP like Gmail, Yahoo, Hotmail, etc…starts to see that your messages are being directed to a spam inbox, your reputation will suffer with said ISP. The more people that click the ‘block sender’ option, the worse your reputation will be with ALL 500+ million Gmail accounts.
“Wait, I thought you said this was a good thing for marketers?!” I did, and here is why. This feature provides extra accountability for marketers to make sure they are targeting appropriately. Sending the right message, to the right person at the right time is key to email success.
The ‘block sender’ feature is essentially removing the Spray and Pray email approach which has so widely damaged the reputation of Email Marketing. That tactic was effective, but it also fueled the “email marketing=SPAM so dont ever do email marketing” mindset.
Make sure that your audience expects to receive the content you’re sending and that it will be welcomed.
Don’t waste your audiences time with clutter in their inbox and they wont block you!