It’s here. Last month Microsoft started turning on the new “clutter” feature for the users of its Office 365 product, and it eerily resembles another bane of existence for email marketers, Gmail’s “promotions” tab.
Office 365 users are typically companies powering their business through email exchange, which means B2B marketers will take the brunt of Clutter’s impact on inbox penetration.
Clutter is powered by a new Microsoft algorithm that tracks and learns each account holder’s email habits and activities. You should know these activities aren’t limited to Office 365 either. Clutter also tracks reader’s actions/behaviors in the desktop Outlook client, OWA for devices and Exchange-connected devices.
When Gmail’s Promotions tab rolled out, there really wasn’t anything an email marketer could do to get passed it. This is because email marketing campaigns that appear to come from an ESP go directly into the Promotions tab.
One clue that you’re probably not getting around it? Even Gmail’s marketing emails go into the Promotions tab.
Unlike the Promotions tab though, you can avoid “Clutter” more easily. How you ask? The answer is simple: Send the kind of emails that get opened! Every reader is different and has different wants/needs from your emails, so it is hard to know what the “ideal” email looks like for a dynamic readership. But, you can optimize your open-rates by utilizing various list segmentation techniques.
Bottom line: The times they are a changin’, but probably for the best. Batch and blast should be a thing of the past and Clutter’s behavior is simply replicating user behavior. Implement tactics to send thoughtful, targeted emails triggered by taking into consideration the actions of your end-user and you’ll steer clear of the Clutter bin.