When it comes to business communication, email, by far, is the top dog!
99% of consumers open their emails at least once a day, so if you are not channeling your marketing efforts where the potential lies, you are missing out! In the wake of tech advancements, businesses across the world are using dynamic email marketing tools to reach out, engage, converse, and convert their prospects!
Two major players in the email industry are Gmail and Outlook. A latest email client market share report by Litmus accounted for a total of 47% stake by Gmail and Outlook combined. It will not stop us from saying that half of the email users use these two platforms to access their inboxes.
With that being said, as a marketer, you should root for your email marketing strategies to be in sync with Gmail and Outlook. Never leave a loose string while designing an email template that renders with these two clients.
While Gmail and Outlook are practical and user-friendly for the end clients, they are challenging for marketers to handle. As convenient as it may sound, it is a big NO-NO to send your marketing emails from either of these accounts. Read on to find out why…
Reasons why Outlook and Gmail aren’t for bulk email sends:
It is altogether a different scenario when you are the sender. Being an email recipient, there are no better platforms like Gmail and Outlook, but when you’re the one sending, especially promotional emails and that too more often, you need more reliable email marketing tools like the Email Service Providers (ESPs) and its features. Mailchimp, Salesforce Marketing Cloud, Klaviyo, Hubspot, Marketo, and Braze are the best in the industry to name a few. Let’s learn why you need these ESPs for your email marketing campaigns.
1. The capacity game
Email marketing is all about reaching out to people in every way possible. When you want to use Gmail or Outlook for email marketing purposes, there’s a cap for sending out emails.
The daily sending limits will bind your marketing efforts. Gradually, when your email lists grow, it becomes more and more difficult to target audiences via these accounts.
2. Email Deliverability
The second reason why you shouldn’t send bulk or marketing emails via personal accounts is due to stronger email deliverability criteria. The deliverability of an email is its ability to reach the recipient’s inbox.
When you send a lot of emails from private IPs, Internet Service Providers can mark you as spammers and won’t let your emails reach the inboxes. On the contrary, when you choose to go with stipulated email marketing tools (ESPs), they already hoard higher send reputation resulting in great email deliverability.
3. Brand Reputation
Professionalism is a credible source to build brand reputation. Gmail and Outlook email addresses may not look authentic and affect your credibility in the eyes of the users. Moreover, Internet Service Providers analyze user actions and if people are not engaging in your unprofessional-looking emails, or worst still, marking them as spams, your marketing efforts will yield no favorable outcome.
4. Lack of personalization
Personalization in emails is the top priority among the marketers to conduct relevancy-rich email campaigns. With personalization, marketers can generate 3x the revenue per email as compared to bulk email blasts. Neither Gmail nor Outlook has the ability to create smart segmentation for sending target-based emails.
From the user POV, emails that might seem generic or irrelevant to their buyer journey phase might easily get overlooked. Without ESP features, imagine how daunting it can be to personalize each email before sending it. Businesses with large subscriber data would have to kiss personalization goodbye if they prefer Gmail or Outlook as their email marketing pioneer.
5. Subscription list and email list segmentation
It is vital to manage the subscriber lists with all the influx of new users, but it is equally essential to manage the data of the people who have unsubscribed. Without email automation features, it is likely that your business will end up with unhealthy email lists.
Non-engaging users should be churned out periodically, while users with higher engagement should be nurtured and encouraged to take action. All these tasks aren’t possible without a proper list of segmentation practices in place. It again comes back to spamming when the users unsubscribed from your list still get your emails.
6. No metrics to count on
Gmail and Outlook are made for personal use and therefore neither comes with analytics features that brands can look up to. Being able to measure your email marketing effort is the most essential part of carrying out different email campaigns.
The email open rates, click-through rate, overall engagement, and unsubscribe rate are a few metrics that need the utmost attention. It is only after you analyze these metrics to come to a conclusion about ROI for your efforts. The data and functionalities that ESPs offer have the ability to calculate these metrics for a better view which is not possible when you send emails from personal accounts.
All these are the technical shortcomings that you need to deal with when sending bulk emails via Gmail or Outlook accounts. There are some critical email template design limitations too. Here they are…
- Outlook renders email templates based on its Microsoft Word’s engine to display the coded emails. The challenge here is to design accessible email templates that can be seen glitch-free across email clients like outlook.
- For security reasons, Outlook blocks images from the senders that are not registered in the recipient’s address book.
- Border-radius and alignment properties are also two of the factors non-supported with Outlook for a glitch-free, seamless email template development.
- Various HTML email templates render differently in different Outlook versions. You need to hire an email developer who is skillful enough to design responsive templates that give friction-free experience to the readers.
- As far as Gmail is concerned, it is pretty much open to the email design scenarios, but the major drawback here is it’s strict 100 to 500 daily email send limit.
- Secondly, when it comes to SPAM filters, Gmail is stringent about the privacy policies, GDPR guidelines, and other engagement metrics by the users. There are higher chances for your emails to land in spam or worse, IP blacklisting when you want to plan your email marketing campaign with it.
Email blasts are long gone, and hyper-targeted email campaigns are the new cool!
So, if you are eyeing upon sending bulk emails from your Gmail or Outlook accounts, keep the above-listed aspects in mind. At the end of the day, it’s all about how successful your email campaigns are and being able to measure their performance.
Kevin George is Head of Marketing at Email Uplers, one of the fastest-growing custom email design and coding companies, and specializes in crafting professional email templates, PSD to HTML email conversion, and free HTML email templates. He loves gadgets, bikes, jazz, and eats and breathes email marketing. He enjoys sharing his insights and thoughts on email marketing best practices on his blog.
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