May 5, 2015
More inboxes = More revenue. What’s your inbox rate?
Here is a typical conversation I have when first talking to someone about email deliverability:
Me: Have you experienced any deliverability issues?
Emailer: We don’t have deliverability problems.
Me: That’s great! How do you know?
Emailer: My mailing platform shows me stats about our deliverability.
Me: Awesome! How do they measure it?
Emailer: I’m not sure, but I know my messages aren’t bouncing.
That’s when a more serious discussion begins around the difference between a campaign’s delivered rate and its inbox placement rate.
In today’s email landscape, messages are usually being rejected based on a handful of errors such as invalid addresses, poor reputation, or questionable content. Once a receiver (a mailbox provider, not your customer) accepts a message, it’s passed through rigorous inspections including blacklist lookups, reputation checks, and content scoring. Some mailbox providers (primarily Gmail) even have their own engagement algorithms that determine message placement based on the behavior of their customers which makes landing in the Inbox difficult at best.
It’s always fascinating (at least to the email geeks at 250ok) to look at Inbox placement rates over time. When analyzing our Community Trend data over the past 90 days, we see 70% Inbox, 9% Spam, and 21% of messages go Missing. While that may read as 79% deliverability, it’s actually 9% of your delivered mail that’s never reaching your customers. For some senders, that could be millions of dollars in lost revenue!
Measuring deliverability trends enable you to identify an issue before it happens. Comparing these trends to data like opens, clicks, bounces, complaints, etc., give you the insight you need to start making the necessary changes to ensure continued success.
At 250ok, we focus on tracking this “last mile” of delivery and identifying revenue-impacting issues as quickly as possible to ensure your return on investment. With all of the time, effort and money you’ve invested into your email program, can you afford not to know how your messages are being handled?
So, what’s your Inbox Placement Rate? Let’s start measuring.
You may also like...
I recently gave a presentation on global privacy regulations to a post-graduate marketing class and one of the things I noticed while preparing was that even within a single country, privacy is complicated. On a global scale, it is really complicated. For example, Canada has one federal private sector privacy law, three similar provincial laws, […]
*Update: This article was featured on email influencer Jordie van Rijn’s emailmonday blog! To see it in action, plus a great round-up of other articles and thought leadership looking forward to the future of email, click here.* The Black Friday emails are deleted, marketers’ email lists are checked twice, we pretty much know which senders […]
We partnered with the smart folks at Lab42 to research what people really think about marketing email. Do they like how they look on their preferred device? Do they prioritize the same design elements you do? If you’re not aligned with your recipients, you could end up sending unwanted, unsatisfying email. You know what that […]