Got a Dirty Inbox? Clean It Up!
July 17, 2014
Over the past year, Google has been keeping marketers and developers on their toes. Tabbed inboxes, cached images, and Gmail’s deeper integration with Google+ means that understanding user behavior is paramount. Google, however, isn’t the only player shaking things up. Have you heard of Unroll.me? Founded in 2011, this tiny New York start-up started quietly making waves about six months ago with thousands of Facebook shares. Now that they have over one million users, direct marketers are suddenly (yawn! stretch!) realizing this service could unhinge email marketing as we know it. That, however, might be great news for the end-user.
Let’s take a look…
After a quick sign-up process, this free web-based app scans a user’s inbox and generates a list of all the email subscriptions that address is receiving. While the company won’t disclose exactly how their model works, an account with over 10,000 messages can expect to see results populated in less than 5 minutes.
Once the scan is complete, users can bulk unsubscribe from lists, designate which emails should continue to be delivered to their inboxes, and create a “Rollup,” a daily digest of subscriptions one might like to keep, but view only occasionally. Users can schedule the Rollup, block personal contacts from emailing them, and manage the whole shebang from a tidy dashboard.
This service may be music to your ears if you yearn for more control over your inbox and use one of the supported email clients. If you live and breathe email marketing, you might want to reach for a martini… or three.
What about my list or… metrics?
To be blunt: your lists may shrink. The flip side is that your engagement should improve. After all, relevant, confirmed lists see better open rates, higher click throughs, and less-churn. It’s a bit unclear, but if my code sleuthing is correct, the Rollup will not affect opens and CTRs. Links appear to be unique to each subscriber, and content remains hosted by the original sender.
So… does it work?
YES… sometimes. Several subscriptions I chose for inclusion in the Rollup still found their way into my inbox. Several that I unsubscribed from did, too. I also noticed that the system starting flagging email from friends as subscriptions. I couldn’t detect a pattern, so I wrote the company and then I called. They never responded.
Only time will tell if Unroll.me’s code will bring email marketing to its knees. In the meantime, free-up your inbox real estate and grab some peace of mind. Stay tuned!
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