Cracking the Code: Unveiling the Dynamics of Inbox Placement vs. Deliverability in Email Marketing
Posted January 18, 2024
INBOX PLACEMENT VS. DELIVERABILITY
By Julia, Deliverability Expert
I’m sure you’ve wondered, at one point or another, what we are really monitoring during our domain warming phases.
Well, I’ll tell you…
The two main things we are watching while determining how quickly or slowly we can increase our sending volume is:
- Inbox Placement
I am sure you’ve heard both of these terms used by our email team; let’s discuss what they are, why they are important, & how we can be tracking them.
Deliverability implies to the rate at which your sends are getting through to the server
Inbox placement refers to where your email lands – whether it lands in spam, your promotional inbox (‘other,’ ‘promotions,’ etc.), or your primary inbox.
Deliverability is a key player in your email ‘delivering;’ it simply means the rate at which a server is allowing your messages through to the recipient. This does not ensure where the email will land within the inbox, just that the server did not fully block the message.
Inbox placement is, arguably, even more important because it determines where the email lands within the inbox. Since many of us are not regularly looking through our junk mailboxes, I think we can all agree the email will reach the most recipients when it is visible in the general inbox.
When it comes to tracking your success with deliverability, we are looking at our deliverability rate. The closer the deliverability rate is to 100%, the better!
In terms of our inbox placement, we will be monitoring our open rate. While it can be impossible to precisely measure our inbox placement, a higher open rate means that more people are likely seeing the email, meaning it is more likely to be landing in our recipients’ general inbox
The graphic above shows us a couple of different servers & their deliverability and open rate. It is a great example of how our deliverability & inbox placement can reflect on each server differently.