Mail Categorization

The very first step in setting up your email sending program is defining your messaging goals. That said, you may find yourself saying, “I already know my goals! I can skip this step!”

Resist this impulse at all costs. I repeat: do not skip this step. We need to pause for a moment and think like an inbox.

Inbox providers categorize your mail based on the perceived goal of the messaging. Generally, these categories are:

• Compliance & security
• Notifications & updates
• Marketing & branding