Email marketing is one of the most effective ways to reach, engage, and retain customers. Studies show that email achieves a return on investment (ROI) of $42 for every $1 spent. With email being such a powerful tool for connecting with customers, it’s essential to have savvy email marketing strategies in place.
This article will teach you 7 proven email strategies to win your customers’ hearts, minds, and wallets. By personalizing your messaging, providing value, and optimizing your email approach, you can foster loyalty, boost sales, and grow your business. Read on to learn tips and techniques for email success.
Strategy 1: Segment your email list
Dividing your email list into smaller groups or segments allows you to send more targeted, relevant emails to your subscribers. For example, you may have separate segments for recent purchasers, repeat customers, subscribers who opened your last email, website visitors who didn’t convert, etc.
Benefits of Email List Segmentation:
Higher Open and Click-Through Rates
By segmenting your email list and tailoring your content to specific customer segments, you dramatically increase the likelihood of your emails being opened and clicked. This is because recipients receive content that is directly aligned with their interests and needs, making them more inclined to engage. It’s like offering them a menu where every dish appeals to their taste, leading to more frequent visits.
Increased Conversions
When your emails resonate with recipients, they not only open and click but are also more likely to convert into paying customers. This is rooted in the trust and credibility you’ve built through relevant, informative content. Customers are more likely to perceive your products or services as valuable when they consistently receive content that addresses their pain points and aspirations. It’s like forging a strong bond of trust and reliability.
Better Customer Experience
Personalized and relevant emails show your customers that you truly understand their preferences and needs. When they receive content that’s tailored to them, it’s a sign that you value and respect them as individuals. This personalized approach enhances the overall customer experience. It’s akin to having a salesperson who knows your name and your preferences in a physical store; it makes you feel valued and appreciated, encouraging a deeper connection with the brand.
Segmenting by demographics like location, gender, or age can also help you personalize your messaging. Sending broad, generic emails to your entire list is not an effective approach. Segmenting ensures your emails speak directly to your subscribers’ interests and needs.
Here are a few tips for segmenting your email list:
Identify Your Key Buyer Personas
The foundation of effective email list segmentation is a deep understanding of your audience. Start by identifying your key buyer personas. These personas represent the different types of customers you serve. Consider factors like age, gender, location, job title, industry, and any other characteristics relevant to your business. What are their unique needs, pain points, and interests? Creating detailed buyer personas allows you to pinpoint the most effective ways to engage with each group.
Collect Comprehensive Data
To segment your email list successfully, you need accurate and relevant data about your customers. This data can encompass a variety of aspects, including demographics, behavior, and interests. Collect data through sources like sign-up forms, purchase histories, website interactions, and surveys. Utilize tools like Google Analytics and customer relationship management (CRM) systems to amass this valuable information. The more data you have, the more precisely you can tailor your segments.
Use Your Data to Segment
Leverage your email marketing platform to create segments based on the data you’ve gathered. Most email marketing software offers features that allow you to filter and categorize your subscribers effectively. You can create segments based on criteria such as location, past purchase behavior, engagement level, or any other data points that are pertinent to your business. These segments will become the foundation for delivering highly personalized content.
Test and Refine Your Segments
Segmentation is not a one-time task; it’s an ongoing process. As you continue to collect more data about your customers and their interactions with your emails, it’s crucial to test and refine your segments. Pay attention to how each segment responds to your content and offers. You may find that some segments require further refinement, while others perform exceptionally well. Regularly analyzing and optimizing your segments ensures that your email marketing campaigns remain effective and relevant.
Strategy 2: Personalize your emails
In inboxes that can seem cluttered, seeing personalized emails can stand out like gems. They demonstrate that you’ve invested time and effort in understanding your subscribers, which, in turn, can greatly enhance your chances of winning their hearts and their pockets. Here are some effective ways to add that personalized touch:
Merge Tags for Dynamic Personalization
Merge tags are your secret weapon for creating individualized content. By using these tags, you can dynamically insert a subscriber’s first name, city, order details, or any other relevant information into your email copy. This simple act immediately personalizes the message and shows that you’re addressing each recipient personally.
Behavioral-Based Email Triggers
Behavioral-based emails are a powerful way to make your emails feel responsive to individual actions. For example, if a subscriber abandons their shopping cart, a timely cart abandonment reminder can gently nudge them back to complete the purchase. Similarly, consider sending follow-up emails based on other behaviors like product views or engagement with previous emails.
Customized Subject Lines
Subject lines are the gatekeepers to your emails. Personalize them to align with the specific interests of different audience segments. For instance, if a group of subscribers frequently engages with your content on fitness, a subject line referencing “New Fitness Trends for a Healthier You” can grab their attention and drive higher open rates.
Tailored Product Recommendations
Harness the power of data-driven personalization by providing tailored product recommendations based on a subscriber’s purchase history. If a customer has a penchant for outdoor gear, suggest complementary products or accessories related to their past purchases. This not only makes them feel understood but also increases the likelihood of upsells and cross-sells.
Demographic-Based Customization
Recognize the diversity of your audience by adjusting your email content and offers according to subscriber demographics. For example, content suitable for young professionals may differ from that aimed at retirees. By tailoring content to age, location, job role, or gender, you demonstrate your commitment to addressing each group’s unique needs.
Referencing Previous Interactions
Show that you’re mindful of your subscribers’ journey with your brand. Reference past interactions, such as previous purchases, website page views, or the specific content they’ve engaged with in previous emails. This not only personalizes your emails but also helps guide them toward more relevant content and offers.
Re-Engagement and Reconnection
When a customer has been inactive for a while, use personal touches like “Welcome back” or “We’ve missed you” to rekindle the relationship. This can encourage them to re-engage with your brand and products, demonstrating that you value their presence.
Personalization isn’t just about using a name; it’s about creating a unique, tailored experience for each customer. When recipients feel like your emails speak directly to their interests and desires, they’re more likely to open, engage, and ultimately take the desired action, whether that’s making a purchase, subscribing to a service, or simply staying loyal to your brand. Personalized emails build trust and strengthen the bond between your brand and your customers, making it easier to win both their hearts and their wallets.
Here are a few examples of personalized emails:
Welcome email
When a new customer subscribes to your email list, you can send them a welcome email. This email should be personalized with the customer’s name and a brief introduction to your company.
Abandoned cart email
If a customer abandons their shopping cart, you can send them an abandoned cart email. This email should remind the customer about the products that they left in their cart and offer them an incentive to complete their purchase.
Product recommendation email
You can use the customer’s purchase history to recommend products or services that they are likely to be interested in. For example, if a customer recently purchased a new pair of shoes, you could send them an email recommending shoe accessories or other types of shoes.
Birthday email
You can send your customers birthday emails with special offers or discounts. This is a great way to show your customers that you appreciate their business.
Strategy 3: Create compelling content
Email marketing, isn’t just about sending emails; it’s about sending emails that captivate and resonate with your audience. To win customers’ hearts and wallets, your email content must be more than just information – it needs to be compelling, engaging, and deeply relevant.
What makes email content compelling?
Compelling email content is informative, engaging, and relevant to the recipient’s interests. It is also well-written and visually appealing.
- Informative: Compelling email content provides the recipient with valuable information that they are interested in. This could be information about your products or services, industry news, or tips and advice.
- Engaging: Compelling email content is written in a way that captures the recipient’s attention and interest. It may use humor, storytelling, or other techniques to make the content more enjoyable to read.
- Relevant: Compelling email content is relevant to the recipient’s interests and needs. This means that it is tailored to the recipient’s specific buyer persona.
- Well-written: Compelling email content is well-written and free of errors. It is also easy to read and understand.
- Visually appealing: Compelling email content is visually appealing. It may include images, videos, or other visual elements to make the content more engaging and informative.
Here’s how to master the pivotal strategy of creating compelling email content:
Informative Content
Your emails should not only capture attention but also offer value to your subscribers. Share insights, knowledge, and information that are relevant to your customers’ needs and interests. Whether it’s industry updates, how-to guides, or expert advice, informative content establishes you as a reliable source of information and fosters trust.
Engaging Stories
Human beings are wired to connect with stories. Weaving compelling narratives into your emails can capture your readers’ emotions and hold their attention. Share customer success stories, testimonials, or even anecdotes related to your brand’s journey. Storytelling is a powerful tool for making your brand more relatable and memorable.
Relevance is Key: Your emails must align closely with your customers’ interests and pain points. By segmenting your email list and tailoring content to specific audience groups, you can ensure that each email speaks directly to the recipient’s needs. If a subscriber has shown an interest in a particular product or topic, focus on that in your emails to maintain their engagement.
Visual Appeal
Visual elements, such as images, videos, and infographics, can make your emails more engaging and digestible. Use visuals to complement your written content and convey information more effectively. However, ensure that these elements are well-designed and align with your brand’s style.
Clear Call to Action (CTA)
Engaging content should always guide your subscribers toward a clear and compelling call to action. Whether it’s inviting them to explore a product, read an article, sign up for a webinar, or make a purchase, the CTA should be persuasive and easy to follow.
Consistency and Brand Voice
Maintain a consistent tone and brand voice across your email campaigns. This helps in building brand recognition and makes your content feel familiar and trustworthy to your audience. Whether your brand voice is formal, friendly, or inspirational, stick with it to reinforce your brand identity.
A/B Testing and Optimization
Don’t leave the success of your email content to chance. Use A/B testing to experiment with different elements like subject lines, content formats, and CTA buttons. Continuously analyze the results to refine your content strategy and make it even more compelling over time.
Mobile Optimization
With a significant portion of emails being read on mobile devices, ensure that your content is mobile-friendly. Use responsive design to make sure your emails display correctly and are easy to read on smartphones and tablets.
Here are a few examples of compelling email content:
- Welcome email: Your welcome email is your chance to make a good first impression on new subscribers. Write a welcome email that introduces your company and explains what your subscribers can expect from your emails.
- Product announcement email: When you launch a new product or service, send your subscribers an email announcement. This email should highlight the benefits of your new product or service and provide a link to where subscribers can learn more.
- Abandoned cart email: If a subscriber leaves their shopping cart without completing their purchase, send them an abandoned cart email. This email should remind the subscriber about the items they left in their cart and offer them an incentive to complete their purchase.
- Birthday email: Send your subscribers birthday emails with special offers or discounts. This is a great way to show your subscribers that you appreciate their business and make them feel special on their birthday.
Creating compelling email content is essential for improving your email marketing results. By following the tips above, you can create emails that are informative, engaging, and relevant to your customers’ interests.
Strategy 4: Use a strong call to action
A compelling email with informative content can pique your readers’ interest, but without a well-crafted call to action (CTA), that interest may go untapped. A strong CTA is the roadmap for your email marketing campaign, telling your customers exactly what you want them to do next. It’s the bridge that connects your email content to your desired customer action, whether it’s visiting your website, making a purchase, or subscribing to a newsletter.
What makes a call to action strong?
A strong call to action is clear, concise, and actionable. It tells the reader exactly what you want them to do and makes it easy for them to do it.
- Clear: A strong call to action is clear and easy to understand. It should be obvious to the reader what you want them to do.
- Concise: A strong call to action is concise and to the point. It should be a few words long and easy to remember.
- Actionable: A strong call to action is actionable. It tells the reader exactly what you want them to do and makes it easy for them to do it.
How to write effective calls to action:
Be Clear and Direct
Your CTA should leave no room for ambiguity. Tell your customers precisely what you want them to do next. Whether it’s “Shop Now,” “Learn More,” “Subscribe Today,” or “Get Started,” use clear and concise language that leaves no doubt about the intended action. Avoid jargon or vague terminology that may confuse or deter your audience.
Create a Sense of Urgency
An effective CTA often incorporates a sense of urgency. Encourage your customers to act immediately by using phrases like “Limited Time Offer,” “Last Chance,” or “Hurry, Sale Ends Soon.” These phrases evoke the fear of missing out (FOMO), which can significantly boost click-through and conversion rates.
Use Action-Oriented Verbs
Action-oriented verbs are your best friends when crafting CTAs. Words like “Buy,” “Join,” “Discover,” “Download,” “Subscribe,” and “Get” are powerful triggers that prompt your audience to take action. These verbs resonate with motivation and engagement, moving your readers from passive observers to active participants.
Emphasize Benefits
Tell your customers what’s in it for them. Explain the benefits or value they’ll receive by following the CTA. For example, instead of a simple “Buy Now” button, you could say “Buy Now and Save 20%.” This communicates a clear benefit and motivates action.
Make It Visually Stand Out
Your CTA should be visually distinct within your email. Use contrasting colors, bold fonts, or buttons to make it impossible to overlook. Visual prominence draws attention and prompts action. However, ensure it aligns with your brand’s overall design aesthetics.
Keep It Short and Sweet
CTAs should be concise. The ideal length is typically 2-5 words. This brevity is more digestible and easier to scan quickly. Additionally, it maintains a sense of urgency and immediacy, which is essential for prompt action.
Test and Optimize
Like other elements of your email marketing strategy, CTAs benefit from A/B testing. Experiment with different variations to determine what resonates best with your audience. This might involve testing different wording, colors, or placements within your email.
Use Multiple CTAs Strategically
Depending on the content and length of your email, you can include multiple CTAs strategically. Ensure that the primary CTA is most prominent and clear, while secondary CTAs support the primary one without creating confusion.
Here are a few examples of effective calls to action:
- Shop our new fall collection now!
- Sign up for our newsletter and get 10% off your first purchase.
- Download your free e-book: 10 tips for growing your business.
A strong CTA is the linchpin of email marketing success. It takes your readers from passive recipients to active participants in your sales or engagement funnel. By using clear, action-oriented language, creating a sense of urgency, and emphasizing the benefits, you can motivate your customers to take the desired action, whether it’s making a purchase, exploring your website, or subscribing to your newsletter. Your CTA is the bridge between your email content and your business goals, and when it’s well-constructed, it can significantly impact your email marketing’s effectiveness in both engaging your audience and boosting your bottom line.
Strategy 5: Make it easy for customers to unsubscribe
While the primary focus of email marketing is to engage and nurture your audience, it’s equally important to recognize that not every subscriber will want to continue receiving your emails indefinitely. This is where the strategy of making it easy for customers to unsubscribe comes into play. It might sound counterintuitive, but it’s a fundamental aspect of ethical email marketing and customer-centricity.
Why is it important to make it easy for customers to unsubscribe?
There are a few reasons why it’s important to make it easy for customers to unsubscribe from your email list:
- It’s the law. In many countries, there are laws that require email marketers to provide an unsubscribe link in all of their emails.
- It’s good for your reputation. If you make it difficult for customers to unsubscribe, they are more likely to mark your emails as spam. This can damage your reputation and make it more difficult to deliver your emails to your subscribers’ inboxes.
- It’s better to have a small, engaged list than a large, unengaged list. If you have a lot of subscribers who are no longer interested in your emails, they are more likely to mark your emails as spam or simply ignore them. This can hurt your deliverability and open rates.
Here’s why and how you should implement this strategy:
Respect for Customer Preferences
One of the most critical reasons to make unsubscribing easy is to respect your customers’ preferences. Acknowledge that their interests and needs can change over time, and this change might lead them to opt-out of your emails. By offering a straightforward unsubscribe process, you demonstrate your commitment to respecting their decisions and fostering a trusting relationship.
Compliance with Regulations
Many countries have regulations governing email marketing, such as the CAN-SPAM Act in the United States and the GDPR in Europe. These regulations often require you to provide a clear and accessible way for subscribers to opt-out of your emails. Compliance not only prevents legal issues but also shows your commitment to ethical and transparent communication.
Brand Reputation and Trust
When you make unsubscribing easy and hassle-free, you’re likely to leave a positive impression, even on those who choose to opt out. They’ll remember your brand as respectful and transparent, which can have a lasting impact on your overall reputation. In contrast, making it difficult to unsubscribe can lead to frustration and harm your brand’s image.
Uncluttered List
Maintaining a clean and engaged email list is essential for email marketing success. Allowing subscribers to unsubscribe when they wish helps you filter out disinterested or unengaged individuals, ensuring that your messages reach those who genuinely want to hear from you. A smaller, more engaged list is often more effective than a larger, disinterested one.
Unsubscribe Process Tips
When implementing an unsubscribe process, consider the following tips:
- Provide a prominent “unsubscribe” link in your emails.
- Offer options to unsubscribe from specific types of emails or adjust email frequency.
- Ensure the process is simple, with minimal steps and without requiring additional information.
- Confirm the unsubscribe request promptly and make it clear that the subscriber has been removed from your list.
Feedback Gathering
As part of the unsubscribe process, consider asking for feedback. This can help you understand why subscribers are leaving and make necessary improvements. It also provides an opportunity to potentially retain customers by addressing their concerns.
Re-Engagement Efforts
After a subscriber has unsubscribed, it’s not necessarily the end of the road. Consider implementing re-engagement campaigns to bring back those who have lost interest. These can include special offers, updates on what they’ve missed, or reminders of the value of staying subscribed.
Making it easy for customers to unsubscribe is not a counterproductive strategy; it’s a customer-centric and brand-building approach. It shows that you respect your customers’ choices, comply with regulations, and prioritize transparency and trust in your email marketing efforts. An easy unsubscribe process can leave a lasting positive impression and contribute to a healthier, more engaged email list in the long run.
Strategy 6: Test and track your results
Email marketing is not a static endeavor. It’s a dynamic process that requires constant evaluation and refinement to achieve optimal results. Testing and tracking your email marketing results, is an essential step in your email marketing journey. It empowers you to understand what’s working, what’s not, and how you can continually improve your email campaigns.
Why Testing and Tracking Email Marketing Results is Essential
Testing and tracking your email marketing results are pivotal activities that enable you to refine your email campaigns and achieve your desired outcomes. These practices are essential because they provide you with data-driven insights that guide decision-making. Without testing and tracking, you’d be left guessing about what works and what doesn’t. The data you collect empowers you to make informed adjustments to your strategies, ensuring that each email you send is more effective and engaging.
Moreover, email marketing is a dynamic field where continuous improvement is paramount. Subscriber preferences evolve, and market dynamics shift over time. By regularly testing and tracking your results, you remain adaptable and responsive to these changes. This iterative process allows you to refine your strategies to meet the evolving needs and expectations of your audience.
Here’s how to master testing and tracking your results:
Establish Clear Goals
Before you begin testing and tracking, it’s crucial to establish clear objectives for your email campaigns. What do you want to achieve? Is it higher open rates, increased click-through rates, more conversions, or better engagement? Define your key performance indicators (KPIs) to measure the success of your campaigns.
A/B Testing
A/B testing, also known as split testing, involves sending two versions of an email to different segments of your audience to determine which performs better. You can test various elements, including subject lines, content, CTA buttons, images, and more. By comparing results, you can identify what resonates with your audience and make data-driven improvements.
Email Analytics
Most email marketing platforms provide detailed analytics and reports. Track metrics like open rates, click-through rates, conversion rates, bounce rates, and unsubscribe rates. These insights offer a comprehensive view of how your email campaigns are performing.
Segmentation Analysis
Evaluate the effectiveness of your email list segmentation. Are specific segments showing higher engagement and conversions than others? Use this data to fine-tune your segmentation strategies and deliver more targeted content.
Conversion Tracking
If the goal of your email campaigns is to drive specific actions, such as purchases or sign-ups, track these conversions. Understand the conversion path and identify any bottlenecks or drop-offs in the process. This information can help you optimize your campaigns for better results.
Customer Journey Mapping
Analyze the customer journey from the moment they receive an email to the desired action. Identify any pain points or areas where customers might abandon the journey. This can help you streamline the path to conversion.
Email Client and Device Testing
Ensure that your emails display correctly on various email clients and devices. Track the open rates and click-through rates on different platforms to guarantee that your emails are accessible and engaging to all subscribers.
Feedback and Surveys
Seek feedback from your subscribers through surveys or direct communication. Understanding their preferences and pain points can inform your email marketing strategy and improve future campaigns.
Continual Optimization
Use the data and insights you’ve gathered to make informed decisions and optimize your email marketing strategy. This might involve refining content, segmenting your list differently, adjusting the timing of your emails, or experimenting with different subject lines.
Regular Reporting
Set up regular reporting schedules to review your email marketing performance. Consider creating a dashboard that tracks key metrics over time, making it easier to identify trends and patterns.
The process of testing and tracking your email marketing results is a continuous cycle. Regularly review and adjust your strategies to adapt to changing subscriber preferences and market dynamics. By leveraging data-driven insights and a commitment to improvement, you can refine your email campaigns to be more effective over time. This strategy not only helps you determine what’s working and what’s not but also ensures that your email marketing remains a dynamic and evolving tool for customer engagement and conversion.
Strategy 7: Use email automation
When doing your email marketing, it’s important to remember that efficiency and personalization are important. The use of email automation, harnesses the power of technology to streamline your email marketing efforts and deliver highly targeted content to your customers.
What is email automation?
Email automation is a powerful marketing strategy that leverages specialized software to streamline and optimize email communication with your customers. It involves the creation and scheduling of pre-determined email sequences that are triggered by specific customer actions, events, or time intervals. These automated emails are designed to deliver timely and relevant content to your subscribers. Examples of email automation include welcome emails sent to new subscribers, which introduce them to your brand, abandoned cart emails that remind customers of items left in their online shopping carts, and birthday emails that celebrate customers’ special days. Email automation not only saves valuable time and resources but also enables you to deliver highly targeted and personalized messages that enhance customer engagement, drive conversions, and ultimately strengthen your brand’s relationship with your audience.
Here’s why email automation is important and how it can transform your email marketing:
Time-Saving Efficiency
Manual email campaigns are labor-intensive, requiring time and resources to send messages individually or in batches. Email automation, on the other hand, allows you to pre-schedule emails, set up triggers, and create workflows that respond to customer actions. This automation saves you precious time, allowing you to focus on other aspects of your business.
Consistency in Communication
With automation, you can maintain a consistent and regular communication schedule with your subscribers. Whether it’s sending weekly newsletters, birthday greetings, or post-purchase follow-ups, automation ensures that your messages reach your audience at the right time.
Targeted and Personalized Messaging
Email automation enables you to segment your audience and send highly personalized messages. By utilizing customer data and behavior, you can create automated campaigns that cater to the unique preferences and needs of each segment. Whether it’s product recommendations, event reminders, or personalized offers, automation ensures that the right message reaches the right audience.
Improved Engagement
Timely and relevant communication often leads to higher engagement. Automation allows you to send emails triggered by specific actions, such as welcome emails for new subscribers or abandoned cart reminders. These timely messages capture your audience’s interest and encourage them to take action.
Lead Nurturing
Email automation plays a crucial role in lead nurturing. It allows you to set up drip campaigns that guide leads through the sales funnel. For example, you can send a series of emails introducing your brand, highlighting product features, and eventually prompting a purchase decision. This automated nurturing process ensures that leads receive consistent and relevant information as they progress toward becoming customers.
Data-Driven Insights
Automation platforms often provide valuable data and analytics. You can track email open rates, click-through rates, conversion rates, and other metrics to gauge the success of your campaigns. This data-driven approach enables you to optimize your automation sequences and improve their effectiveness.
Event and Trigger-Based Campaigns
Automation allows you to create campaigns triggered by specific events or actions, such as a subscriber’s birthday, a milestone in their customer journey, or their interaction with a particular product or content piece. These trigger-based campaigns demonstrate that you’re attentive to your customers’ needs and create a more personalized experience.
Scalability
As your business grows, automation can scale with you. You can continue to deliver targeted and personalized messages to a larger audience without significantly increasing your workload.
Regulatory Compliance
Many regulations, such as the GDPR, require businesses to have an automated unsubscribe mechanism. This not only ensures compliance but also demonstrates your commitment to ethical email marketing practices.
Email automation is a game-changer in the realm of email marketing. It marries efficiency with personalization, allowing you to send the right message to the right person at the right time. It not only saves time and resources but also enhances engagement, conversion rates, and the overall customer experience. By harnessing the capabilities of automation, you can ensure that your email marketing campaigns are not only effective but also sustainable and adaptable to your business’s evolving needs.
Conclusion
Email marketing is, and will be one of the most effective channels for engaging customers and driving business growth. By implementing the seven strategies outlined in this article, you can transform your email approach to better captivate your audience, provide value, and motivate action.
The keys are understanding your customers through segmentation, personalizing your messaging, creating compelling content, using strong calls-to-action, respecting opt-outs, relentlessly testing and optimizing, and leveraging automation. Each strategy works synergistically to help you craft campaigns that resonate with recipients.
With these tips, you can foster meaningful connections with subscribers, prompting them to open, read, share, and act upon your emails. Your messages will feel less like impersonal broadcast blasts and more like individual conversations.
While email marketing requires creativity and effort, the return on investment makes it well worthwhile. When done right, your campaigns will successfully capture both hearts and wallets, leading to higher engagement, sales, and loyalty over the long term. By testing and refining these strategies, your emails can evolve into a trusted and anticipated touchpoint in your customers’ inboxes.