Inbox Placement to the Power of Two

Posted by Jose Santa Ana on

It takes two to tango.  There are two sides to every coin.  Two heads are better than one. 

Two’s company, three’s a crowd? 

Okay, maybe not that last one.   But you get the point: while there’s nothing wrong with one – sometimes, to get better results or a better outcome – two does trump one. 

At Return Path, for over a decade now, we have been helping more than 2,000 brands successfully improve inbox placement of their email campaigns.  And we continue to do so using the broadest seed list coverage in the industry.  But two is better than one, and now we have two data sources for understanding and growing inbox placement – and campaign ROI.

When you send out your email campaigns, we can now tell you where your emails went – to the inbox, to the spam folder, or completely missing – based on actual user data.  With the launch of the new Inbox Monitor last week, we now use a subscriber panel of approximately 2 million users (growing at 20,000 per week!) to help you understand where your emails are landing.

When you send out your emails, and enough of them go out to members of our panel, we will report your inbox placement based on these numbers.  If your subscriber list doesn’t hit enough of our panel, we will report your placement rates based on our seed lists.  Inbox monitor now uses a combination of seed list and subscriber data to analyze your placement rates. So now you get the best of both worlds!  (There’s another one I forgot to use…)

What this means is that you get greater accuracy and more meaningful placement data based on “real world” experience.   With this, you’re better able to understand how your campaigns are performing, quickly fix delivery problems should they occur, and grow your email program ROI.  This is true Email Intelligence, as one definition of intelligence describes it: “the process of acquiring, storing in memory, retrieving, combining, comparing, and using information in new contexts”.   

And with our access to subscriber data, the new Inbox Monitor also has another innovative feature: we can now provide you with placement insight for campaigns even when you did not send these to the seed list.   So not only do you get enhanced insight into how your seeded campaigns are performing, but now you also get additional placement data even for non-seeded campaigns.

You now get all these automatically with the new Inbox Monitor at no additional cost to you – it’s like you’re getting two for the price of one.  (Oh wow, yet another one!)

As you can tell, we’re pretty excited about the inclusion of subscriber panel data in how Inbox Monitor reports your inbox placement rates.  Learn more about it here, or contact us for more details.  Because Inbox Monitor and successful email campaigns are like two peas in a pod.  Wait, maybe that’s going too far…


Popular this Month

 Video in Email: Is It Right For Your Business? (Part 1)

Video in Email: Is It Right For Your Business? (Part 1)

Video in email is nothing new. Marketers have been using some form of video...

Read More

 [New Research] Are These Hidden Metrics Harming Your Deliverability?

[New Research] Are These Hidden Metrics Harming Your Deliverability?

Reaching the inbox is not as simple as hitting send. Once a message is...

Read More

 What Job Is Your Subscriber Hiring Your Email To Do?

What Job Is Your Subscriber Hiring Your Email To Do?

Over the last 16 years, I’ve worked as a product manager, run product...

Read More

Author Image

About Jose Santa Ana

Author Archive

Stay up to date

Enter your name and email address below to subscribe to our mailing list.

Your browser is out of date.
For a better Return Path experience, click a link below to get the latest version.