When you’re crafting an email campaign, what’s your main focus? A captivating subject line, compelling calls-to-action (CTAs), or perfectly polished email copy?
But what if your emails don’t even land in your recipients’ inboxes? That’s a major issue, and research shows it’s more common than you might think.
In 2024, the average deliverability rate for 15 tested Email Service Providers (ESPs) was 83.1%. That means nearly 1 in 6 marketing emails didn’t reach their intended inboxes.
What is Inbox Placement?
Inbox placement refers to where your email ends up in the recipient’s mailbox, for example, in the main inbox, spam, promotions, or another folder.
Inbox Placement Rate (IPR) measures the percentage of emails that arrive in the primary inbox rather than spam or other folders. For example, if you send 5,000 emails, and 4,500 are delivered, but only 3,600 make it to the inbox, your IPR is 80%.
How Inbox Placement Influences Email Deliverability
Reaching the primary inbox is crucial for your email marketing success, and should be your main goal. Even if emails are delivered, they’re unlikely to be noticed if they end up in spam or junk folders. When they land in the primary inbox, there is a higher chance of being opened, leading to better engagement rates and conversions.
Inbox Placement Rate vs. Delivery Rate
Delivery Rate : This is the percentage of emails that are successfully delivered to recipients’ mailboxes. It doesn’t indicate whether they landed in the primary inbox or spam.
- High Delivery Rate: Typically above 90%, shows a good reputation with email servers.
Inbox Placement Rate (IPR) : This measures the percentage of emails that reach the recipient’s primary inbox, excluding spam or promotions.
- Strong IPR: Ideally above 70%, suggests that your emails are trusted and relevant.
How To Calculate Inbox Placement Rate
IPR = (Emails Arriving in Inbox) / Total Emails Sent × 100%
Key Points :
- Exclude Bounces : Only consider emails that were successfully delivered.
- Identify Inbox Emails : Use a seed list with various email providers to verify inbox placement.
Example :
Suppose you send an outbound campaign to 1,000 subscribers.
Out of those: 50 emails bounce; 950 emails are delivered.
Among the delivered emails, you check your seed list and observe that 780 reached inboxes.
Example Calculation :
- Total Emails Sent: 1,000
- Emails Delivered: 950
- Emails in Inbox: 780
IPR = (780 / 950) ×100% = 82.1%
In this case, your Inbox Placement Rate is 82.1%.
Factors Influencing Inbox Placement
By now, you understand that getting your emails into recipients’ inboxes is necessary for the effectiveness of your email marketing campaigns. But have you ever considered what influences the likelihood of your emails reaching the inbox? Or what causes your emails to end up in spam instead of the inbox?
Let’s examine these factors :
- Email Infrastructure : The email system’s setup impacts deliverability. Using a dedicated IP helps you build a strong reputation, while a shared IP may suffer if another user sends spam.
- Email Composition : Avoid spammy language and ensure your email design is professional. A well-structured email with quality content enhances credibility and increases inbox placement rates.
- Sender Credibility : A good sender reputation means trustworthy content. Maintain your email lists and avoid sending them to spam traps to protect your credibility and improve deliverability.
- Customization and Segmentation : Tailoring emails to your audience boosts engagement. Segmented lists ensure relevant content reaches interested recipients, improving inbox placement.
- Email Interaction : High engagement rates boost your sender reputation. Emails that receive positive interactions are more likely to be delivered to the primary inbox in future campaigns.
- Mobile Optimization : Ensure emails display well on mobile devices. Poor mobile experience can harm engagement and trigger spam filters, reducing inbox placement.
- Rate of Email Dispatch : Finding the right frequency prevents email fatigue. Sending too many emails can lead to complaints, while too few might result in a loss of interest.
How to Enhance Your Inbox Placement Rate
Achieving a high inbox placement rate can be challenging. However, the encouraging news is that it’s possible.
Let’s explore the tips and strategies (concentrating heavily on the factors mentioned earlier), that can help you boost your inbox placement rate.
- Verify Your Email Account : Use SPF, DKIM, and DMARC protocols to verify your emails. This authentication builds trust with email providers, boosting your deliverability rates.
- Maintain a Clean Mailing List : Regularly update and verify your mailing list. Removing inactive addresses and spam traps improves deliverability and protects your sender reputation.
- Avoid Spammy Language : Use clear, accurate subject lines and content. Avoiding misleading language prevents your emails from being flagged as spam, ensuring better inbox placement.
- Send Emails Regularly : Establish a consistent sending schedule. Regular emails keep your brand top-of-mind and demonstrate reliability to email providers.
- Address Delivery Issues : Monitor and resolve delivery errors promptly. Handling bounces and errors helps maintain a healthy sender reputation and improves inbox placement.
- Use Email Deliverability Tools : Utilize tools like GlockApps for insights. These tools provide metrics to identify areas of improvement and enhance deliverability.
- A/B Testing : Test subject lines, CTAs, and content layouts. A/B testing helps refine elements that impact engagement, contributing to better inbox placement.
Performing an Inbox Placement Test in 5 Steps
- Design Your Campaign : Use tools like SendBuzz to efficiently create emails. Craft engaging subject lines and content to ensure maximum impact.
- Assemble a Seed List : Include different ESPs to test email placement. A diverse seed list helps you assess how emails perform across various platforms.
- Choose a Deliverability Test Tool : Try options like MailGenius. These tools evaluate deliverability and provide actionable insights for improvement.
- Evaluate the Report : Analyze where your emails land and make necessary improvements. Understand why certain emails are flagged as spam and adjust accordingly.
- Enhance Your Emails : Refine your content to avoid spam triggers. Make sure your emails are mobile-friendly and that your HTML code is clean and optimized.
Final Thoughts
Understanding and improving your Inbox Placement Rate is crucial for the success of your email campaigns. By focusing on factors like email infrastructure, sender credibility, and audience engagement, you can increase your chances of landing in the inbox and achieving your marketing goals. Take charge of your email deliverability and watch your engagement rates soar!
