What is Inbox Placement?

What does it mean by Inbox Placement? How to increase your deliverability rates?

Reaching the inbox is the first step if you have started a cold email campaign. The question here is how often does your message land in the inbox of your recipients? Do you consult the detailed report once the batch has been sent, just to check if everything is aligned? If the message has reached the inbox, then it is good, but it never means that everything is fine. You must know where did the email go just to know where your campaign is heading. The inbox placement rate is a metric that is used in this regard, and it allows you to better manage your campaigns and place the messages in the inbox.

Inbox Spam Report

Most of the people using handheld devices get a notification once the email has been delivered to the inbox. If the message is delivered to the spam folder this is not the case. Delivery to a spam folder is just like a message not delivered as it can only be accessed directly and read.

Inbox Placement Evaluation

This metric is gaining very much prominence among marketers as compared to the bounce rate. It is one of the most important metrics to make sure that the email campaigns are successfully executed. In simple words, it is the rate of deliverability directly to the inboxes. It is one of the most important reports that you need to analyze on the dashboard that you are using. Here you can also see the delivered and undelivered emails. The exact scenario with each email as it was sent to the SMTP is evaluated and what went wrong with it is also analyzed properly.  

What if the Numbers say something Else?

Let’s take up an example. You own an advertising agency and want to run an email campaign that has all the content, it has aggressive marketing promotion and material that forms the crux of your message. You are not sure about your contact database neither you are sure about it. You also are unaware of the oldest lists and the numbers that are generated as a result would satisfy some. However, in the case of an expert taking a look at the stats, he would surely get to know that there are gray areas that require attention. The number of errors here is something that will be intriguing as the number would be much higher than expected. If the errors are further segregated there would be a clearer picture in front of you and you will get to know what has happened. 

If we make a quick calculation and assume that 20% of your contact database is in Hotmail or Gmail and that each email sent generated $1 of return then there would be $20,000 in return in total. Now the question for you must be why the emails were fell in spam? Here we are considering the emails that are reported for spam. The concepts of relevance, reputation, and unknown users come into action here. Below are these points explained

• Content is not powerful that leads to fewer interactions
• IP reputation is bad
• Errors due to invalid or unknown emails

Once again for some everything would have been in control but there is nothing more transparent than an inbox report. So if you are of the view that everything is going fine but the numbers are saying something else then rely on IPR. This is the only way that you will be able to calculate the impact of the emails that have been sent. Before the percentage of the deliveries is calculated to make sure that the problems are detected and it will all be good for you. Relying on this report also means that you will not be facing even bigger challenges going forward. 

Conclusion

The inbox placement rate is your best friend when it comes to email campaigns. Make sure that the report is thoroughly implemented and once it is done you will see improvement in results. For this report, the data must be segregated into sections. If there are more sections then it means that there is more valuable information on the account that would make it possible for you to polish your campaigns even further.