Almost everyone has email addresses now; hence, more and more organizations and companies are using this channel to introduce new products and services and reach out to their subscribers. But do all the emails go straight to the receiver’s inboxes? You’ll only know if you ask them individually. It surely can be a handful to do manually; hence, marketers and businesses turn to inbox placement tools to get the job done.

Essentially, inbox placements are all about sending the company’s emails to the places where subscribers will most likely see and open them. Excellent inbox placement tools have strategies to get better placement ratings for those emails. Companies know, better inbox placement means driving metrics through the sales funnel and ensuring boosted revenue.

How does inbox placement work?

If your business is leaning toward adopting an inbox placement monitoring system, it pays to know how it works. An inbox placement refers to what happens to an email after it’s delivered. There are algorithms that the system uses to monitor the emails and ensure they go to the right places within the receivers’ mailbox. There are instances when your emails might be camping in the spam folder, and as a marketer, you do not want that to happen. The inbox placement tools will ensure tracking of the company’s email placement performance and make the changes when needed.

The Benefits

Using the right tools for your email campaign ensures better results and creates revenue. Inbox placement monitoring provides companies with an analysis of the outcome of the several emails being sent to their target markets. Instead of collecting the data manually, tools will be used to secure detailed reports on the performance of your company’s campaigns and the factors that need to be revised or updated. Every inbox placement tools provider will have varying systems and tools to get accurate data from email campaigns. However, the common end goal of using such tools is improving email campaigns, promoting subscribers’ engagement, and eventually generating sales.

How is the inbox placement rate measured?

The rate will determine the performance of one’s email campaigns. To get the rate of your inbox placement, you can divide the number of delivered emails to receivers’ inboxes by the number of emails sent by your company. Some might wonder how much the rate companies must have for them to say their inbox placement is performing well. It generally varies; however, studies showed that an 85% inbox placement rating means the email campaign is within the average in terms of performance.

If you think about it, the average percentage is relatively good; businesses must also know that 15% of those emails sent could be marked as spam or have disappeared after being sent. This is where marketing teams must look closely, as 15% could have been potential buyers or clients. Marketers should look into some essential factors when creating email campaigns, as some phases need improvements.

Factors affecting inbox placement rate

Inbox placement monitoring is not only about the numbers. Marketers and analysts look at the percentages and inspect the aspects that affect the rating. This way, it’s easier to know the areas where the email campaigns have gone wrong. There are generally three aspects you must consider. First is the email content, which boosts one’s inbox placement percentage and overall email performance. Email marketers acknowledge that receivers will not read lazy and generic email templates. If the email content is terrible, they’ll likely mark it as spam. Of course, it will significantly affect your company’s inbox placement rate; the more creative and unique the content, the higher the receiver’s chances to open and read it.

Sender reputation is another factor. One must ensure the domain is reputable enough for the mailbox filter to consider the emails worthy of a place in the recipient’s inboxes. Sender Policy Framework (SPF), Domain-Based Message Authentication, DomainKeys Identified Mail (DKIM), and Reporting & Conformance (DMARC) must be enabled in the mailbox. These email authentication protocols verify your company’s identity as a legitimate email sender.

Finally, recipient engagement is vital in driving higher inbox placement rates. As you know, the point of creating email campaigns and sending them to potential clients is to create engagements. You can focus on reply and open email rates to help monitor general engagement.

Tips for better inbox placement

How can your emails stay out of the spam folder? Optimizing the subject lines will increase your chances of getting into the recipient’s inbox. They must be concise, clear, and relevant to the email’s content. In short, it must provide a gist of what the email is all about. Also, the ‘from’ address matters. Make it trustworthy and recognizable. Misleading and deceptive ‘from’ addresses will affect your inbox placement rates. After all, the ‘from’ address is what recipients will first see to identify the source of the email.

Besides the content, which you must ensure is updated and relevant, also remember that timing is essential, even in sending emails. To provide an excellent open rate, you can send emails throughout peak hours, when receivers are most probable checking their inboxes. Some marketers also adopt A/B testing to know the best time to send emails for higher engagements.

Email deliverability vs. inbox placement

Inbox placement is generally related to email deliverability. However, these two provide different results. Email deliverability is the rate of emails received and stored in any mailbox folder of the receiver. On the other hand, inbox placement provides data on the percentage of the emails sent which landed in the inbox folder. In most cases, email deliverability tools also can focus on the ways to ensure the emails will be sent straight to the recipient’s inboxes. Looking at these two closely, inbox placement tools provide more in-depth work to ensure the email campaigns generate engagement and revenue.

How does one conduct an inbox placement test?

The inbox placement tools you’ll use have their way of conducting the test. But in most cases, the software allows you to send an email test to determine whether they’ll go straight to your receiver’s spam folder or inbox. To get accurate results, it pays to create and send emails like a marketer would email the receivers. It will gauge the effectiveness of your email content. When the results are out, you can check the lapses the email campaign might have and improve them before sending actual emails to the recipients.

Every inbox placement monitoring provider will have different tools and processes, but the results are relatively similar. It’s to generate data to evaluate the email marketing strategy. Some companies might even use multiple software providers to compare the results.
Effects of a poor inbox placement

Email not sent to the receivers’ inboxes will likely affect the open and click-through rates. Eventually, the situation may result in lesser conversion rates and reduced ROI. Ultimately, it affects your company’s marketing strategy. Also, clients might unsubscribe from your company as they’re not getting any recent emails and updates from you since most emails go straight to the spam folder. In the long run, your company might see higher churn percentages and reduced profitability. Most importantly, a poor inbox replacement percentage would seem like your organization is not a reliable source of information, affecting the brand reputation.

How to choose inbox placement tools?

Partnering with an inbox placement monitoring software provider will depend on various factors. Of course, you must consider the needs of email campaigns and the metrics your company wants to monitor to assess the effectiveness of your strategy. In most cases, the inbox placement monitoring system is part of the email deliverability tools providers offer. It also pays to go beyond what is shown. Some companies can provide email validation and verification tests and monitor blocklists, preventing your emails from spam traps.

It would be fitting to check on some providers first and inspect their inbox placement monitoring tools. You can compare them with other inbox placement tools and decide which one to choose. It will all boil down to the organization’s needs.

Inbox placement monitoring best practices

The tools will significantly help your company to achieve better inbox placement rates. But one must not rely on inbox placement tools alone. Besides the points mentioned above to improve inbox placement rates, marketers can also explore and test different content types to determine what resonates the most with the target market. Recipients might get bored of receiving emails with lengthy paragraphs or image and video content without context. You can experiment with sending videos, photos, or text-only content, but ensure to balance them. In some cases, companies combine texts with pictures for attention.

It would also be good to segment your list. This means you can curate unique content for a specific segment of your list. This would make recipients feel they’re being seen and recognized as an integral part of your company’s market. Eventually, you can expect higher engagement rates. The use of personalization tokens could also help to make your recipient feel more important.

Should my company use it?

The inbox placement monitoring system is definitely an excellent addition to your email campaigns. Regardless of how old an organization is, you would always strive to keep the engagements with your target market steady or even higher. To do this, you need some tools to gauge the effectiveness of the marketing strategy. You know that inbox placement monitoring providers have more to offer companies and marketers; thus, it will be an excellent investment.
You can always outline the necessary data you must have from the inbox placement monitoring to address specific concerns on your email campaign. The system eases the burden of manually tabulating every metric your team has collected from every recipient you have. It’s a tasking job and may not ensure efficiency.

Final Thoughts

The world is getting more digital and moving forward; people can expect more innovations in the IT industry. This includes email marketing, and you can expect inbox placement monitoring to also evolve in terms of the metrics and tools used to help improve email marketing campaigns. It’s about getting the best provider with excellent inbox placement tools to ensure the efficiency of a company’s marketing strategy.