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   The Inbox - 2023.09.06 - V1A_12443037
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   Calling all email marketers, here’s how to stay ahead of the AI curve…
  </div>
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                   <br/>
                  </span>
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                   </span>
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                  <h3 style="mso-line-height-rule:exactly;Margin:0;font-family:'DM Sans',sans-serif;color:#16233E;font-size:20px;">
                   The (best) email marketing email
                   <br class="k-br"/>
                  </h3>
                  <br/>
                  <span style="font-size: 14px">
                   September 6, 2023
                  </span>
                 </div>
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                 </span>
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                 <img src="https://inboxflows.com/_/image/https%253A%252F%252Fcontent.delivra.com%252Fspacer.gif/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZjb250ZW50LmRlbCJ9:1qoPnj:eZ9W7U1m_DHM5OHwcwGgl38P6RxS3lz1yCupYOhL748" style="mso-hide:all;display: none;width:0px;height:0px;border:0;"/>
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            </td>
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            <td class="td100" colspan="6" style="text-align:center;vertical-align:top;padding:24px 48px 12px;width:100%;line-height:1.5;font-family:DM Sans,sans-serif;font-size:16px;color:#16233E;mso-line-height-rule:exactly">
             <span style="font-size: 18px">
              Primary inbox vs. Promotions tab — is it really worth worrying about?
             </span>
             <br/>
             <br/>
             Mailbox providers (Gmail, Apple mail, etc.) are getting better at organizing our inboxes, categorizing by type, indicating priority, even prompting us to unsubscribe when the time is right.
             <br/>
             <br/>
             And it can feel like you're either in the (primary) inbox or out in the cold...never to be seen, opened, or heard from again.
             <br/>
             <br/>
             But is that really the case?
             <br/>
             <br/>
             Do we fight the tide and try to mask our promotions as something else, or let the current carry us to new way of reaching our consumers?
             <br/>
             <br/>
             Read on for some fresh takes on this topic.
             <br/>
             <br/>
             PS. Scroll to the bottom to see the results of last month’s A/B testing.
             <br/>
             <em>
              <span style="color:#16233E">
              </span>
             </em>
            </td>
           </tr>
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            <td class="td100" colspan="6" style="text-align:left;vertical-align:top;padding:24px;width:100%;font-size:1px;font-family:DM Sans,sans-serif;color:#16233E">
             <img class="img100" height="auto" src="https://inboxflows.com/_/image/https%253A%252F%252Fcontent.delivra.com%252Fdvmktg2022%252Femail-meme-img.png/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZjb250ZW50LmRlbCJ9:1qoPnj:eZ9W7U1m_DHM5OHwcwGgl38P6RxS3lz1yCupYOhL748" style="width:552px;vertical-align:middle;" width="552"/>
            </td>
           </tr>
           <tr style="padding-top:48px;padding-bottom:12px">
            <td class="td100" colspan="6" style="text-align:center;vertical-align:top;padding:48px 48px 12px;line-height:1.5;font-family:DM Sans,sans-serif;font-weight:bold;color:#16233E;width:100%;background-color:#FFF4CE;font-size:16px;mso-line-height-rule:exactly">
             <span style="font-size: 14px">
              SKIP THE SCROLL
             </span>
            </td>
           </tr>
           <tr style="padding-top:12px;padding-bottom:48px">
            <td class="td100" colspan="6" style="text-align:left;vertical-align:top;padding:12px 48px 48px;background-color:#FFF4CE;width:100%;color:#0270DE;font-weight:normal;line-height:1.5;font-family:DM Sans,sans-serif;font-size:16px;mso-line-height-rule:exactly">
             <ul>
              <li>
               <a style="text-decoration:underline;color:#597BC5;" target="_self">
                <span style="color:#0270DE">
                 Make peace with the Google Promotions tab
                </span>
               </a>
              </li>
              <li>
               <span style="color:#0270DE">
                <a style="text-decoration:underline;color:#597BC5;" target="_self">
                 A Reader writes in
                </a>
               </span>
              </li>
              <li>
               <span style="color:#0270DE">
                <a style="color:#0270DE;" target="_self">
                 How to rescue your campaigns from the promotions tab
                </a>
               </span>
              </li>
              <li>
               <span style="color:#0270DE">
                <a style="color:#0270DE;" target="_self">
                 Marketing gets messy with Apple’s new privacy upgrades
                </a>
               </span>
              </li>
              <li>
               <span style="color:#0270DE">
                <a style="color:#0270DE;" target="_self">
                 You can avoid the promotions tab …. But should you?
                </a>
               </span>
              </li>
              <li>
               <span style="color:#0270DE">
                <a style="color:#0270DE;" target="_self">
                 A “Beep Boop” Betrayal
                </a>
               </span>
              </li>
              <li>
               <span style="color:#0270DE">
                <a style="color:#0270DE;" target="_self">
                 Filter your emails like a pro
                </a>
               </span>
              </li>
              <li>
               <a style="color:#0270DE;" target="_self">
                <span style="color:#0270DE">
                 What did we A/B test in the last issue?
                </span>
               </a>
              </li>
             </ul>
             <h3 style="mso-line-height-rule:exactly;Margin:0;font-family:'DM Sans',sans-serif;color:#16233E;font-size:20px;">
              <ol>
              </ol>
             </h3>
            </td>
           </tr>
           <tr>
            <td class="snippet td100" colspan="6" style="text-align:left;vertical-align:top;width:100%;font-family:DM Sans,sans-serif;font-size:16px;color:#16233E">
             <table border="0" cellpadding="0" cellspacing="0" class="email-cell-group" style="border-collapse:collapse;width:100%;table-layout:fixed;" width="100%">
              <tbody>
               <tr style="padding-top:48px;padding-bottom:12px">
                <td class="td100" colspan="6" style="text-align:center;vertical-align:top;line-height:1.5;padding:48px 48px 12px;font-family:DM Sans,sans-serif;font-size:14px;color:#16233E;font-weight:bold;width:100%;background-color:#FEFEFE;mso-line-height-rule:exactly">
                 <a class="dEditorAnchor" id="MakePeace" name="MakePeace" style="color:#597BC5;" title="MakePeace">
                 </a>
                 <span style="font-size: 14px">
                  FEATURED
                 </span>
                </td>
               </tr>
               <tr style="padding-top:12px;padding-bottom:12px">
                <td class="td100" colspan="6" style="text-align:center;vertical-align:top;line-height:1.5;font-family:DM Sans,sans-serif;font-size:32px;color:#16233E;font-weight:bold;padding:12px 48px;width:100%;background-color:#FEFEFE;mso-line-height-rule:exactly">
                 Is it time to make peace with the Google Promotions tab?
                </td>
               </tr>
               <tr style="padding-top:12px;padding-bottom:12px">
                <td class="td100" colspan="6" style="text-align:left;vertical-align:top;padding:12px 48px;font-family:DM Sans,sans-serif;font-size:16px;color:#16233E;line-height:1.5;width:100%;background-color:#FEFEFE;mso-line-height-rule:exactly">
                 More and more marketers are making peace with the fact that Google (and similar inbox providers) are correctly categorizing their marketing emails...as—wait for it—marketing emails.
                 <br/>
                 <br/>
                 But won't that tank my revenue and engagement?
                 <br/>
                 <br/>
                 Not according to some interesting data published by the team at
                 <a style="text-decoration:underline;color:#597BC5;" target="_blank">
                  Return Path back in 2016
                 </a>
                 . (And yes, we're also hopeful for some more up-to-date data soon.)
                 <br/>
                 <br/>
                 In any case, here's what they found:
                 <br/>
                 <br/>
                 <ul>
                  <li>
                   <strong>
                    Roughly 1/3 Gmail users use tabs to organize their inbox
                    <br/>
                   </strong>
                   And the most commonly used tabs are Promotions and Social.
                   <strong>
                    <br/>
                    <br class="k-br"/>
                   </strong>
                  </li>
                  <li>
                   <strong>
                    Tabbed email is less likely to be marked as spam
                    <br/>
                   </strong>
                   That's right if an email isn't categorized as one of the five Gmail tabs (Promotions, Social, etc.), it's put through an additional round of spam filtering. Only then are uncategorized emails placed in the user's primary inbox. And we all know what spam complaints can mean for your deliverability rates.
                   <br/>
                   <br/>
                  </li>
                  <li>
                   <strong>
                    People check Promotions &amp; more often than you think
                   </strong>
                   <strong>
                    <br class="k-br"/>
                   </strong>
                   45% of Gmail users that use the promotions tab reported to check it at least once a day and, on average, 19% of Promotions emails were opened.
                  </li>
                 </ul>
                </td>
               </tr>
               <tr style="padding-top:12px;padding-bottom:48px">
                <td class="td100" colspan="6" style="text-align:center;vertical-align:top;font-family:DM Sans,sans-serif;font-size:16px;color:#0270DE;padding:12px 48px 48px;font-weight:normal;line-height:1.5;width:100%;background-color:#FEFEFE;mso-line-height-rule:exactly">
                 <div style="color:#16233E;text-align:center;list-style-position:inside">
                  <strong>
                   Want to learn more?
                   <br/>
                   <br/>
                  </strong>
                  We recommend the original
                  <a style="color:#597BC5;" target="_blank">
                   Return Path Study
                  </a>
                  as well as Gmail's recommendations for
                  <a style="color:#597BC5;" target="_blank">
                   bulk email senders
                  </a>
                  .
                 </div>
                </td>
               </tr>
              </tbody>
             </table>
            </td>
           </tr>
           <tr>
            <td class="snippet td100" colspan="6" style="text-align:left;vertical-align:top;width:100%;background-color:#FFF4CE;font-family:DM Sans,sans-serif;font-size:16px;color:#16233E">
             <table border="0" cellpadding="0" cellspacing="0" class="email-cell-group" style="border-collapse:collapse;width:100%;table-layout:fixed;" width="100%">
              <tbody>
               <tr style="padding-top:48px;padding-bottom:12px">
                <td class="td100" colspan="6" style="text-align:center;vertical-align:top;line-height:1.5;padding:48px 48px 12px;font-family:DM Sans,sans-serif;font-size:14px;color:#16233E;font-weight:bold;width:100%;mso-line-height-rule:exactly">
                 <a class="dEditorAnchor" id="reader" name="reader" style="color:#597BC5;" title="reader">
                 </a>
                 A READER WRITE-IN
                </td>
               </tr>
               <tr style="padding-top:12px;padding-bottom:12px">
                <td class="td100" colspan="6" style="text-align:center;vertical-align:top;line-height:1.5;font-family:DM Sans,sans-serif;font-size:32px;color:#16233E;font-weight:bold;padding:12px 48px;width:100%;mso-line-height-rule:exactly">
                 We asked: what's your best tip for improved deliverability?
                </td>
               </tr>
               <tr style="padding-top:12px;padding-bottom:12px">
                <td class="td100" colspan="6" style="text-align:left;vertical-align:top;padding:12px 48px;font-family:DM Sans,sans-serif;font-size:16px;color:#16233E;line-height:1.5;width:100%;mso-line-height-rule:exactly">
                 <div style="text-align: center; list-style-position: inside">
                  <strong style="text-align: center">
                   <img alt="" class="img100" height="auto" src="https://inboxflows.com/_/image/https%253A%252F%252Fcontent.delivra.com%252Fdvmktg2022%252F0e071d38eb2ac6e6d5f17fc634bc2f4f.jpg/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZjb250ZW50LmRlbCJ9:1qoPnj:eZ9W7U1m_DHM5OHwcwGgl38P6RxS3lz1yCupYOhL748" style="padding:0;width:100px;vertical-align:middle;" width="100"/>
                   <br/>
                   <br/>
                  </strong>
                  <span style="text-align: center">
                   <strong>
                    Kate Nowrouzi
                   </strong>
                   <br/>
                   VP of Deliverability and Product Strategy at Mailgun by Sinch
                   <br/>
                  </span>
                 </div>
                 <span style="text-align: center">
                  <br/>
                 </span>
                 <table align="center" border="0" cellpadding="0" cellspacing="0" style="color:#B5B3B3;background-color:#B5B3B3;border-color:#B5B3B3;text-align:center;height:1px;width:70%;margin:0 auto;border-width:0">
                  <tr>
                   <td style="font-size:1px;mso-line-height-rule:exactly;line-height:1px;vertical-align:top;text-align:left;font-family:DM Sans,sans-serif;color:#16233E">
                   </td>
                  </tr>
                 </table>
                 <span style="text-align: center">
                  <br/>
                 </span>
                 List collection and list hygiene are two of the most important aspects of maintaining good inbox placement.
                 <br/>
                 <br/>
                 Collect your lists organically and ensure they have been opted into by your audience. This is the best way to communicate with a more proactive, engaged audience. This will help you maintain a great sender reputation and maximize inbox placement.
                 <br/>
                 <br/>
                 Even with exceptional list collection practices, over 20% of your list will go bad this year. Clean your lists regularly to avoid sending to high-risk and invalid addresses. Poor list hygiene will damage your sender reputation, hurt deliverability, and incur unnecessary costs to your email program.
                 <br/>
                 <br/>
                 Tools like email verification can help correct mistyped addresses at the point of collection and batch verification removes other invalid and high-risk addresses from your lists. This can lower bounce rates by up to 21%, improving delivery rates and email ROI.
                </td>
               </tr>
               <tr style="padding-top:12px;padding-bottom:48px">
                <td class="td100" colspan="6" style="text-align:center;vertical-align:top;font-family:DM Sans,sans-serif;font-size:16px;color:#0270DE;padding:12px 48px 48px;font-weight:normal;line-height:1.5;width:100%;mso-line-height-rule:exactly">
                 <span style="color:#16233E">
                  Follow Kate
                 </span>
                 <span style="color:#16233E;text-align:center">
                  o
                 </span>
                 <span style="color:#16233E;text-align:center">
                  n
                 </span>
                 <a style="text-align:center;color:#597BC5;" target="_blank">
                  LinkedIn
                 </a>
                 <span style="color:#16233E">
                  for more deliverability tips
                 </span>
                 .
                 <div style="color:#16233E;text-align:center;list-style-position:inside">
                  <strong>
                  </strong>
                 </div>
                </td>
               </tr>
              </tbody>
             </table>
            </td>
           </tr>
           <tr>
            <td class="snippet td100" colspan="6" style="text-align:left;vertical-align:top;width:100%;background-color:#E2E8F6;font-family:DM Sans,sans-serif;font-size:16px;color:#16233E">
             <table border="0" cellpadding="0" cellspacing="0" class="email-cell-group" style="border-collapse:collapse;width:100%;table-layout:fixed;" width="100%">
              <tbody>
               <tr style="padding-top:48px;padding-bottom:12px">
                <td class="td100" colspan="6" style="text-align:center;vertical-align:top;line-height:1.5;padding:48px 48px 12px;font-family:DM Sans,sans-serif;font-size:14px;color:#16233E;font-weight:bold;width:100%;mso-line-height-rule:exactly">
                 <a class="dEditorAnchor" id="RescueCampaignsFromPromos" name="RescueCampaignsFromPromos" style="color:#597BC5;" title="RescueCampaignsFromPromos">
                 </a>
                 <span style="font-size: 14px">
                  FEATURED
                 </span>
                </td>
               </tr>
               <tr style="padding-top:12px;padding-bottom:12px">
                <td class="td100" colspan="6" style="text-align:center;vertical-align:top;line-height:1.5;font-family:DM Sans,sans-serif;font-size:32px;color:#16233E;font-weight:bold;padding:12px 48px;width:100%;mso-line-height-rule:exactly">
                 How to rescue your campaigns from the promotions tab
                </td>
               </tr>
               <tr style="padding-top:12px;padding-bottom:12px">
                <td class="td100" colspan="6" style="text-align:left;vertical-align:top;padding:12px 48px;font-family:DM Sans,sans-serif;font-size:16px;color:#16233E;line-height:1.5;width:100%;mso-line-height-rule:exactly">
                 In case you're still holding out for a prime seat in your subscribers primary inboxes, there are some tips that can help you get there:
                 <br/>
                 <br/>
                 <ul>
                  <li>
                   Tone down your “50% OFF MEGA OFFER” subject line
                  </li>
                  <li>
                   Include fewer images
                  </li>
                  <li>
                   Avoid mixing different types of content in one email
                  </li>
                 </ul>
                 But the best trick in the book? It's to personalize your emails.
                 <br/>
                 <br/>
                 Personalized content creates a more relevant email, increasing your audience engagement—that engagement is what will keep you in the primary inbox.
                 <br/>
                 <br/>
                 Divide your audience into segments, use send-time-optimization to avoid blasting, and get on a first-name basis with merge tags. Your open rate can jump just by adding a name to the subject line, and over time, you could see your sales climb by over 20%.
                 <strong style="text-align: center">
                 </strong>
                </td>
               </tr>
               <tr style="padding-top:12px;padding-bottom:48px">
                <td class="td100" colspan="6" style="text-align:center;vertical-align:top;font-family:DM Sans,sans-serif;font-size:16px;color:#0270DE;padding:12px 48px 48px;font-weight:normal;line-height:1.5;width:100%;mso-line-height-rule:exactly">
                 <div style="text-align: center; list-style-position: inside">
                  <strong style="color:#16233E;text-align:center">
                   Want to learn more?
                  </strong>
                  <br style="color:#16233E;text-align:center"/>
                  <br style="color:#16233E;text-align:center"/>
                  <span style="color:#16233E;text-align:center">
                   We recommend
                  </span>
                  <a style="text-align:center;color:#597BC5;" target="_blank">
                   these nine tips
                  </a>
                  <span style="color:#16233E;text-align:center">
                   to keep emails from Gmail’s Promotions tab by the team at Mailgun.
                  </span>
                 </div>
                </td>
               </tr>
              </tbody>
             </table>
            </td>
           </tr>
           <tr>
            <td class="snippet td100" colspan="6" style="text-align:left;vertical-align:top;width:100%;font-family:DM Sans,sans-serif;font-size:16px;color:#16233E">
             <table border="0" cellpadding="0" cellspacing="0" class="email-cell-group" style="border-collapse:collapse;width:100%;table-layout:fixed;" width="100%">
              <tbody>
               <tr style="padding-top:48px;padding-bottom:12px">
                <td class="td100" colspan="6" style="text-align:center;vertical-align:top;line-height:1.5;padding:48px 48px 12px;font-family:DM Sans,sans-serif;font-size:14px;color:#16233E;font-weight:bold;width:100%;background-color:#FFF4CE;mso-line-height-rule:exactly">
                 <a class="dEditorAnchor" id="MarketingMessyAppleNewPrivacy" name="MarketingMessyAppleNewPrivacy" style="color:#597BC5;" title="MarketingMessyAppleNewPrivacy">
                 </a>
                 THE PULSE 🗞
                </td>
               </tr>
               <tr style="padding-top:12px;padding-bottom:12px">
                <td class="td100" colspan="6" style="text-align:center;vertical-align:top;line-height:1.5;font-family:DM Sans,sans-serif;font-size:32px;color:#16233E;font-weight:bold;padding:12px 48px;width:100%;background-color:#FFF4CE;mso-line-height-rule:exactly">
                 Marketing could get messy with Apple’s new privacy upgrades
                </td>
               </tr>
               <tr style="padding-top:12px;padding-bottom:12px">
                <td class="td100" colspan="6" style="text-align:left;vertical-align:top;padding:12px 48px;font-family:DM Sans,sans-serif;font-size:16px;color:#16233E;line-height:1.5;width:100%;background-color:#FFF4CE;mso-line-height-rule:exactly">
                 With the release of iOS 17, Apple will start automatically removing link trackers from URLs sent via Message and Mail.
                 <br/>
                 <br/>
                 Apple’s moves will boost user privacy but removing URL parameters could make campaign analytics less reliable. The changes could also unintentionally impact URL trackers related to embedded media, social widgets, bot detection, and audience measurement.
                </td>
               </tr>
               <tr style="padding-top:12px;padding-bottom:48px">
                <td class="td100" colspan="6" style="text-align:center;vertical-align:top;font-family:DM Sans,sans-serif;font-size:16px;color:#0270DE;padding:12px 48px 48px;font-weight:bold;line-height:1.5;width:100%;background-color:#FFF4CE;mso-line-height-rule:exactly">
                 <span>
                 </span>
                 <span>
                 </span>
                 <span>
                  <a style="color:#0270DE;text-decoration:underline;" target="_blank">
                   Get all the details at Digiday &gt;
                  </a>
                 </span>
                </td>
               </tr>
              </tbody>
             </table>
            </td>
           </tr>
           <tr>
            <td class="snippet td100" colspan="6" style="text-align:left;vertical-align:top;width:100%;font-family:DM Sans,sans-serif;font-size:16px;color:#16233E">
             <table border="0" cellpadding="0" cellspacing="0" class="email-cell-group" style="border-collapse:collapse;width:100%;table-layout:fixed;" width="100%">
              <tbody>
               <tr style="padding-top:48px;padding-bottom:12px">
                <td class="td100" colspan="6" style="text-align:center;vertical-align:top;line-height:1.5;padding:48px 48px 12px;font-family:DM Sans,sans-serif;font-size:14px;color:#16233E;font-weight:bold;width:100%;background-color:#FEFEFE;mso-line-height-rule:exactly">
                 <a class="dEditorAnchor" id="YouCanAvoidPromoTab" name="YouCanAvoidPromoTab" style="color:#597BC5;" title="YouCanAvoidPromoTab">
                 </a>
                 MARKETER’S PLAYBOOK 📚
                </td>
               </tr>
               <tr style="padding-top:12px;padding-bottom:12px">
                <td class="td100" colspan="6" style="text-align:center;vertical-align:top;line-height:1.5;font-family:DM Sans,sans-serif;font-size:32px;color:#16233E;font-weight:bold;padding:12px 48px;width:100%;background-color:#FEFEFE;mso-line-height-rule:exactly">
                 You can avoid the promotions tab …. But should you?
                </td>
               </tr>
               <tr style="padding-top:12px;padding-bottom:12px">
                <td class="td100" colspan="6" style="text-align:left;vertical-align:top;padding:12px 48px;font-family:DM Sans,sans-serif;font-size:16px;color:#16233E;line-height:1.5;width:100%;background-color:#FEFEFE;mso-line-height-rule:exactly">
                 Here’s a hot take: you don’t need to rescue all your emails from the promo folder.
                 <br/>
                 <br/>
                 The Gmail promo tab is
                 <em>
                  not
                 </em>
                 the spam folder, and it comes with some sweet click-boosting perks.
                 <br/>
                 <br/>
                 Here’s how to tap into the powers of the promo tab:
                 <br/>
                 <br/>
                 <strong>
                  #1 - Use the buyer mindset:
                 </strong>
                 if your subscribers are checking their promo folder, they’re looking for a deal. Buyer intent is priceless so don’t fixate on avoiding the promo tab, turn your attention to making sure your email gets opened (test subject lines, preview text etc.)
                 <br/>
                 <br class="k-br"/>
                 <br/>
                 <strong>
                  #2 -
                 </strong>
                 <strong>
                  Feature a product carousel:
                 </strong>
                 In addition to linking products within your email, you can display up to 10 product cards that link directly to listings on your website. Gmail automatically extracts details, but you can choose exactly how your product carousel appears by inserting
                 <a style="color:#0270DE;text-decoration:underline;" target="_blank">
                  <strong>
                   annotation code
                  </strong>
                 </a>
                 .
                 <br/>
                 <br class="k-br"/>
                 <br/>
                 <strong>
                  #3 -
                 </strong>
                 <strong>
                  Add deal annotations:
                 </strong>
                 Feature the offer (like 20% off), share a promo code or share an export day below your subject line and preview text.
                 <br/>
                 <br/>
                 <img alt="" class="img100" height="auto" src="https://inboxflows.com/_/image/https%253A%252F%252Fcontent.delivra.com%252Fdvmktg2022%252Fdeal-annotations-img.png/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZjb250ZW50LmRlbCJ9:1qoPnj:eZ9W7U1m_DHM5OHwcwGgl38P6RxS3lz1yCupYOhL748" style="padding:0;width:504px;vertical-align:middle;" width="504"/>
                </td>
               </tr>
               <tr style="padding-top:12px;padding-bottom:48px">
                <td class="td100" colspan="6" style="text-align:center;vertical-align:top;font-family:DM Sans,sans-serif;font-size:16px;color:#0270DE;padding:12px 48px 48px;font-weight:bold;line-height:1.5;width:100%;background-color:#FEFEFE;mso-line-height-rule:exactly">
                 <span>
                 </span>
                 <span>
                 </span>
                 <span>
                 </span>
                 <span>
                 </span>
                 <span>
                  <a style="color:#0270DE;text-decoration:underline;" target="_blank">
                   Check out more promo tab powers &gt;
                  </a>
                 </span>
                </td>
               </tr>
              </tbody>
             </table>
            </td>
           </tr>
           <tr>
            <td class="snippet td100" colspan="6" style="text-align:left;vertical-align:top;width:100%;font-family:DM Sans,sans-serif;font-size:16px;color:#16233E">
             <table border="0" cellpadding="0" cellspacing="0" class="email-cell-group" style="border-collapse:collapse;width:100%;table-layout:fixed;" width="100%">
              <tbody>
               <tr style="padding-top:48px;padding-bottom:12px">
                <td class="td100" colspan="6" style="text-align:center;vertical-align:top;line-height:1.5;padding:48px 48px 12px;font-family:DM Sans,sans-serif;font-size:14px;color:#16233E;font-weight:bold;width:100%;background-color:#E2E8F6;mso-line-height-rule:exactly">
                 <a class="dEditorAnchor" id="BeepBopBetrayal" name="BeepBopBetrayal" style="color:#597BC5;" title="BeepBopBetrayal">
                 </a>
                 SLIP-UPS AND SILVER LININGS
                </td>
               </tr>
               <tr style="padding-top:12px;padding-bottom:12px">
                <td class="td100" colspan="6" style="text-align:center;vertical-align:top;line-height:1.5;font-family:DM Sans,sans-serif;font-size:32px;color:#16233E;font-weight:bold;padding:12px 20px;width:100%;background-color:#E2E8F6;mso-line-height-rule:exactly">
                 A “Beep Boop” Betrayal
                </td>
               </tr>
               <tr style="padding-top:12px;padding-bottom:12px">
                <td class="td100" colspan="6" style="text-align:left;vertical-align:top;padding:12px 48px;font-family:DM Sans,sans-serif;font-size:16px;color:#16233E;line-height:1.5;width:100%;background-color:#E2E8F6;mso-line-height-rule:exactly">
                 Sometimes an email “oops” shows up as soon as you hit send, but sometimes, that “oops” doesn’t appear until you pull a performance report.
                 <br/>
                 <br/>
                 🕵️‍♀️
                 <strong>
                  The case:
                 </strong>
                 “I sent out an email during IP warming that was not meant to have any recipients. It was a dummy template that I believe had ‘beep boop’ as the copy. Somehow it went out to 14k recipients.”
                 <em>
                  yikes.
                 </em>
                 <br/>
                 <br/>
                 <strong>
                  What happend:
                 </strong>
                 IP warming means gradually increasing the daily number of emails sent with a dedicated IP address to establish a reputation as a legitimate sender, setting you up for better deliverability.
                 <br/>
                 <br/>
                 Our email geek confirmed it was day 0 of IP warming when email “beep boop” was sent out. Day 0 of IP warming means there should have been 0 recipients to that email—system error!
                 <br/>
                 <br/>
                 <strong>
                  What they learned:
                 </strong>
                 "Dummy content" should be used with caution and marketers should try to rely on the “second pair of eyes” rule or schedule your send two days out and recheck your work the next day (with fresh eyes).
                </td>
               </tr>
               <tr style="padding-top:12px;padding-bottom:48px">
                <td class="td100" colspan="6" style="text-align:center;vertical-align:top;font-family:DM Sans,sans-serif;font-size:16px;color:#0270DE;padding:12px 48px 48px;font-weight:bold;line-height:1.5;width:100%;background-color:#E2E8F6;mso-line-height-rule:exactly">
                 <a style="color:#0270DE;text-decoration:underline;" target="_blank">
                  Learn the art of IP warming &gt;
                 </a>
                </td>
               </tr>
              </tbody>
             </table>
            </td>
           </tr>
           <tr>
            <td class="snippet td100" colspan="6" style="text-align:left;vertical-align:top;width:100%;font-family:DM Sans,sans-serif;font-size:16px;color:#16233E">
             <table border="0" cellpadding="0" cellspacing="0" class="email-cell-group" style="border-collapse:collapse;width:100%;table-layout:fixed;" width="100%">
              <tbody>
               <tr style="padding-top:48px;padding-bottom:12px">
                <td class="td100" colspan="6" style="text-align:center;vertical-align:top;line-height:1.5;padding:48px 48px 12px;font-family:DM Sans,sans-serif;font-size:14px;color:#16233E;font-weight:bold;width:100%;background-color:#FEFEFE;mso-line-height-rule:exactly">
                 <a class="dEditorAnchor" id="FilterEmailsLikePro" name="FilterEmailsLikePro" style="color:#597BC5;" title="FilterEmailsLikePro">
                 </a>
                 PROTECT YOUR INBOX (AND SANITY) 🧠
                </td>
               </tr>
               <tr style="padding-top:12px;padding-bottom:12px">
                <td class="td100" colspan="6" style="text-align:center;vertical-align:top;line-height:1.5;font-family:DM Sans,sans-serif;font-size:32px;color:#16233E;font-weight:bold;padding:12px 48px;width:100%;background-color:#FEFEFE;mso-line-height-rule:exactly">
                 Filter your emails like a pro
                </td>
               </tr>
               <tr style="padding-top:12px;padding-bottom:12px">
                <td class="td100" colspan="6" style="text-align:left;vertical-align:top;padding:12px 48px;font-family:DM Sans,sans-serif;font-size:16px;color:#16233E;line-height:1.5;width:100%;background-color:#FEFEFE;mso-line-height-rule:exactly">
                 Email filters can be powerful stress-relievers for an overwhelmed inbox. They’re quick and easy tools that will organize your emails on autopilot.
                 <br/>
                 <br/>
                 <ul>
                  <li>
                   <span>
                   </span>
                   <span>
                   </span>
                   <span>
                    ⚙️
                   </span>
                   <strong>
                    The basics:
                   </strong>
                   Filter your inbox by sender to separate newsletters from clients and colleagues from family.
                   <br/>
                   <br class="k-br"/>
                  </li>
                  <li>
                   <span>
                   </span>
                   <span>
                   </span>
                   <span>
                    🔥
                   </span>
                   <strong>
                    Gettin’ warmer:
                   </strong>
                   Filter out messages that are older than 30 days into an archive folder. And if a sender gets annoying, don’t just trash or archive–filter it out for the future!
                   <br/>
                   <br class="k-br"/>
                  </li>
                  <li>
                   <span>
                   </span>
                   <span>
                   </span>
                   <span>
                    💎
                   </span>
                   <strong>
                    Pro level:
                   </strong>
                   Create filters for different topics, projects, or keywords, for example, filter all messages including “invoice” into a billing tab.
                  </li>
                 </ul>
                 <br/>
                 <div style="text-align: center; list-style-position: inside">
                  <strong>
                   What email filters can you not live without?
                  </strong>
                 </div>
                </td>
               </tr>
               <tr style="padding-top:12px;padding-bottom:48px">
                <td class="td100" colspan="6" style="text-align:center;vertical-align:top;font-family:DM Sans,sans-serif;font-size:16px;color:#0270DE;padding:12px 48px 48px;font-weight:bold;line-height:1.5;width:100%;background-color:#FEFEFE;mso-line-height-rule:exactly">
                 <span>
                 </span>
                 <span>
                 </span>
                 <span>
                  <a style="color:#0270DE;text-decoration:underline;" target="_blank">
                   Share your inbox secrets &gt;
                  </a>
                 </span>
                </td>
               </tr>
              </tbody>
             </table>
            </td>
           </tr>
           <tr style="padding-top:40px;padding-bottom:12px">
            <td class="td100" colspan="6" style="text-align:center;vertical-align:top;padding:40px 48px 12px;background-color:#FFF4CE;width:100%;font-family:DM Sans,sans-serif;font-size:16px;color:#16233E">
             <h3 style="mso-line-height-rule:exactly;Margin:0;font-family:'DM Sans',sans-serif;color:#16233E;font-size:20px;">
              Your inbox wasn’t made for market research
             </h3>
            </td>
           </tr>
           <tr style="padding-top:24px;padding-bottom:12px">
            <td class="td100" colspan="6" style="text-align:center;vertical-align:top;padding:24px 48px 12px;width:100%;line-height:1.5;background-color:#FFF4CE;font-family:DM Sans,sans-serif;font-size:16px;color:#16233E;mso-line-height-rule:exactly">
             <div style="text-align: left">
              <img alt="" height="0" src="https://inboxflows.com/_/image/https%253A%252F%252Fcontent.delivra.com%252Fdvmktg2022%252Finboxflows-header-img2x.png/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZjb250ZW50LmRlbCJ9:1qoPnj:eZ9W7U1m_DHM5OHwcwGgl38P6RxS3lz1yCupYOhL748" style="padding: 0" width="0"/>
              No more inbox pileup, say goodbye to extra email addresses and that archive folder you never check. You can find all your competitors' emails (and store your save-for-laters) in one place.
              <br/>
              <br/>
              Use
              <a style="color:#0270DE;text-decoration:underline;" target="_blank">
               <strong>
                InboxFlows
               </strong>
              </a>
              to search, (anonymously) sleuth, and share email campaigns from any brand. The best part? It’s completely free.
             </div>
             <br/>
             <em>
              <span style="color:#16233E">
              </span>
             </em>
            </td>
           </tr>
           <tr style="padding-top:12px;padding-bottom:40px">
            <td class="td100" colspan="6" style="text-align:center;vertical-align:middle;width:100%;font-weight:bold;padding:12px 24px 40px;background-color:#FFF4CE;font-family:DM Sans,sans-serif;font-size:16px;color:#16233E">
             <table border="0" cellpadding="0" cellspacing="0" style="margin: 0px auto;" width="auto">
              <tbody>
               <tr>
                <td align="center" bgcolor="#597BC5" style="text-align:center;-webkit-border-radius:8px;-moz-border-radius:8px;border-radius:8px;font-weight:bold;font-family:DM Sans,sans-serif;font-size:16px;color:#16233E">
                 <table align="center" border="0" cellpadding="0" cellspacing="0" style="border:none; border-spacing: 0; border-collapse: collapse; mso-table-lspace:0; mso-table-rspace:0; mso-margin-top-alt:0px; mso-margin-bottom-alt:0px; mso-padding-alt: 0px 0px 0px 0px;" width="100%">
                  <tbody>
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                              Check out InboxFlows 🙌
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            <td class="snippet td100" colspan="6" style="text-align:left;vertical-align:top;width:100%;font-family:DM Sans,sans-serif;font-size:16px;color:#16233E">
             <table border="0" cellpadding="0" cellspacing="0" class="email-cell-group" style="border-collapse:collapse;width:100%;table-layout:fixed;" width="100%">
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                 <a class="dEditorAnchor" id="ABTestResults" name="ABTestResults" style="color:#597BC5;" title="ABTestResults">
                 </a>
                 TRIED &amp; TRUE
                </td>
               </tr>
               <tr style="padding-top:12px;padding-bottom:12px">
                <td class="td100" colspan="6" style="text-align:center;vertical-align:top;line-height:1.5;font-family:DM Sans,sans-serif;font-size:32px;color:#16233E;font-weight:bold;padding:12px 48px;width:100%;background-color:#E2E8F6;mso-line-height-rule:exactly">
                 Drumroll please: What did we A/B test in the last issue? 🥁
                </td>
               </tr>
               <tr style="padding-top:12px;padding-bottom:12px">
                <td class="td100" colspan="6" style="text-align:left;vertical-align:top;padding:12px 48px;font-family:DM Sans,sans-serif;font-size:16px;color:#16233E;line-height:1.5;width:100%;background-color:#E2E8F6;mso-line-height-rule:exactly">
                 As true email marketers, our newsletter strategy is never finished. We’re A/B testing pretty much everything over the next few months and sharing our results at the bottom of each email so you can follow along with what’s working for us and what isn’t.
                 <br/>
                 <br/>
                 <strong>
                  What was on the chopping block?
                 </strong>
                 <br/>
                 Half of our readers received an edition of The Inbox that included our “Kudos to you” section where we review an email submission from a fellow marketer.
                 <br/>
                 <br/>
                 <strong>
                  Why did we A/B test this?
                 </strong>
                 <br/>
                 The Kudos section often contains a large vertical image. Problem, is that image occupies a lot of scroll space. We wanted to see if it was preventing readers from engaging with the content towards the end of our newsletter.
                 <br/>
                 <strong>
                  <br/>
                  The results 💥
                  <br/>
                 </strong>
                 We received a slightly higher click-through-rate (0.9% vs. 0.8%) on the shorter emails as well as a slightly higher satisfaction vote (1.9 vs 1.8).
                 <br/>
                 <br/>
                 That's too close to call so we'll be testing again and will keep you posted!
                 <br/>
                 <br/>
                 <br/>
                 <strong>
                  BONUS:
                 </strong>
                 We also split-tested our subject line to see if there made a difference.
                 <br/>
                 <ul>
                  <li>
                   Hey there, will AI write your next campaign
                   <span>
                   </span>
                   <span>
                   </span>
                   <span>
                    🤖
                   </span>
                  </li>
                  <li>
                   Will AI write your next campaign?
                   <span>
                   </span>
                   <span>
                   </span>
                   <span>
                    🤖
                   </span>
                  </li>
                 </ul>
                 It was a near-perfect 50/50 split! No impact on our open rate. 🕵️‍♀️
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                 <strong>
                  <span style="color:#16233E">
                  </span>
                 </strong>
                 Was one of your recent campaigns a hit? Forward it to
                 <span style="color:#0270DE">
                  <a style="color:#0270DE;text-decoration:none;" target="_blank">
                   inspire@delivra.com
                  </a>
                 </span>
                 – we’d love to feature it.
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                 FREE TOOL
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                 Choose your ESP like a pro
                </td>
               </tr>
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                 <img class="img100" height="auto" src="https://inboxflows.com/_/image/https%253A%252F%252Fcontent.delivra.com%252Fdvmktg2022%252Fesp-hub.gif/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZjb250ZW50LmRlbCJ9:1qoPnj:eZ9W7U1m_DHM5OHwcwGgl38P6RxS3lz1yCupYOhL748" style="width:552px;vertical-align:middle;" width="552"/>
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                 The average ROI for email is 40:1 🤯 And if that sounds out-of-this-world, it might be time to switch your email marketing software.
                 <br/>
                 <br/>
                 More than 100 marketing leaders, sales directors, and managers helped us build this free comparison template to help you select the right marketing software for your team.
                </td>
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                 <span>
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                   Get the free template &gt;
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              Did a friend forward you this email?
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            <!--[if !mso]><!-- -->
            <td class="desktophide td100" colspan="6" style="text-align:left;vertical-align:top;padding:12px 48px 48px;width:100%;display:none;mso-hide:all;font-family:DM Sans,sans-serif;font-size:16px;color:#16233E">
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                 </a>
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                 </a>
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               </tr>
              </tbody>
             </table>
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            <!--<![endif]-->
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               <col width="20%"/>
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            <!--[if !mso]><!-- -->
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               <col width="20%"/>
               <col width="20%"/>
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            <!--<![endif]-->
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1 year, 4 months ago - marketing@delivra.com
The Inbox - Sept. 6
Calling all email marketers, here’s how to stay ahead of the AI curve… The (best) email marketing...
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