Inbox Placement Rates: You Can’t Measure What You Can’t See

Posted by Tom Sather on

Lack of awareness about why campaigns didn’t succeed is a surprisingly common point of failure for email marketers. Many mistakenly assume that the subject line was culprit or that their list is simply less engaged. The root cause is often something different, and luckily something that can be easily fixed—as long as marketers are aware of it: the inbox placement rate.

The inbox placement rate measures how many messages arrive in your subscribers’ inboxes—and not in spam folders or otherwise undelivered by the mailbox provider—giving marketers a more accurate base to measure subscriber engagement against. Without this viewpoint, marketers can receive and act on misleading signals about their email campaign performance. Not knowing your inbox placement can invalidate everything you learn about three fundamental aspects of your email program: your program benchmarks, any tests you perform, and your overall email ROI.

The rest of this post can be viewed on Target Marketing.


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About Tom Sather

Email data and deliverability expert Tom Sather has worked with top-tier brands to diagnose and solve inbox placement and sender reputation issues as a strategic consultant with Return Path. As the company’s senior director of research, Tom is a frequent speaker and writer on email marketing trends and technology. His most recent analysis of new inbox applications’ effects on consumer behavior was widely cited across leading business media outlets including the Financial Times, Ad Age, and Media Post.

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