The Unintended Consequences of Inbox Providers Ignoring Email Marketers

It’s not that inbox providers sit between brands and their subscribers, but rather that brands need to satisfy both their subscribers and inbox providers. Just like brands have their own goals and desires, so do subscribers and so do inbox providers.

For example, subscribers want content that’s valuable to them, doesn’t arrive too often, and that’s easy to read and engage with on whatever device they’re using. Meanwhile, inbox providers want brands to authenticate their emails, link to reputable sites, send content their users want to engage with, avoid high spam complaint rates and hard bounce rates, and exercise good list hygiene and inactivity management, among other things.

There’s overlap between these two constituents, but there’s plenty that subscribers want that inbox providers don’t care about and plenty that inbox providers want that subscribers don’t care about. The point is that marketers can’t focus solely on balancing their business needs with their subscribers’ needs. They also have to consider inbox providers.

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