Gmail Priority Inbox encourages Digital Rapport in Email Marketing

[tweetmeme source= “getintheinbox” only_single=false]

I’m pretty proud of this one. Especially the fact that it seems so clear to me that everything that we will need to do as a result of this is not new to best practice, it’s the stuff we’ve all been rambling on about for the last few years. What Gmail has done is make it more important and actually implemented a consequence to not doing it. We’ll have to see how it all goes!

Anyone who clicked through in this post’s first few seconds of it’s life, sorry – I’d amplified it and it look pony, as you can see it’s all fixed now.

What is Priority Inbox?
We’ve been talking  about things like preference centres being rapport building because it gives control to the recipient, well now Gmail has announced the beta launch of ‘Priority Inbox’ a new feature which gives more control within the inbox itself.

Using Google’s industry leading algorithms for user and content tracking, the Gmail inbox is capable of prioritising your emails for you based on your interaction history with each sender.

It also associates those metrics with content in other emails to mark similar emails you like as more important.

Priority Inbox has three priority levels, which essentially gives users three inboxes:
‘Priority’, ‘Starred’ & ‘Everything Else’.

To add to that, in the same way as your spam filters learns what to send to junk every time you hit the spam button, Inbox Priority will adapt its own rules every time you open an email, click a link, reply to an email, add your safe list and of course archive without opening  and mark as spam.

In addition you also get your own inbox controls where you can change the priority of each individual email in the inbox to correct any incorrect assumptions, and of course Inbox Priority will learn from these actions too.

Finally, the cherry on top is the advanced filtering option, which allows you to nominate priorities when creating manual filters as well.

If you haven’t got it yet, don’t worry, Google will be rolling Priority Inbox out to everyone over the coming week.
How can it help me?…read on at Pure360…

The rest of the article is on Pure360’s resources pages.

World of War Craft GearScore and Email

[tweetmeme source= “getintheinbox” only_single=false]

I ran past this from Christopher Penn’s tweet: “The debate is rolling on Klout scores, GearScore, Twiefficiency, and more:“.

This is the same thing that I have been trying to put together for risk assessment for email senders based on their lists.

As you may know, I’ve often compared IP reputation to a credit score and recently I’ve needed to try and predict a sender’s ability to get their IP blocked, or not, before they send anything (hat off to Laura at Word to the Wise) and I have been trying to put together a scoring mechanism that would give something like a ‘Yes’, ‘Spammer’ and ‘Look Deeper’ response so I can get an early look into how I may need to work with a customer or if they cannot be a customer at all?

I wonder if there could be some kind of global scoring system to help people fix them selves like you can with a credit rating? … or is there already?

Amplify’d from

In the World of Warcraft, there exists one number that can make or break your day, depending on who you’re interacting with: GearScore. GearScore is a mathematical formula that tries to rank players based on what equipment their character has, on the assumption that harder to get equipment means you’re a better player for having it, much in the same way that driving an expensive car might indicate more personal wealth. People looking to organize groups in the game often recruit for their groups solely by advertising GearScore requirements: “Looking for damage dealers, 5K GS minimum!”. Anyone who doesn’t meet this score doesn’t get invited to the group.

So what does a geeky algorithm like GearScore have to do with anything? For years, companies, especially in financial services, have evaluated potential employees based on credit scores. Like GearScore, credit score may have some correlation to a future employee’s abilities to be effective, but given how tumultuous the economy has been in the last 3 years, any company relying on this number may lose perfectly good candidates.



Of course you never want to rely on a single number because it is impossible to maintain context two people can have the same score for two very different reasons but it helps to be able to flag a potential problem up as early as possible so an investigation to get more context can be performed.