Email Marketing News

Inbox Placement Rates: You Can’t Measure What You Can’t See

Headshot of Tom Sather
By Tom Sather

Lack of awareness about why campaigns didn’t succeed is a surprisingly common point of failure for email marketers. Many mistakenly assume that the subject line was the culprit or their lists are simply less engaged. The root cause is often something different, and luckily something that can be easily fixed — as long as marketers are aware of it: the inbox placement rate.

The inbox placement rate measures how many messages arrive in your subscribers’ inboxes — and not in spam folders or otherwise undelivered by the mailbox provider — giving marketers a more accurate base to measure subscriber engagement against.

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Headshot of Tom Sather

Tom Sather

Tom Sather is Return Path’s senior director of email research. Tom uses his knowledge of ISPs, spam filters and deliverability rules to advise marketers on how to get their email delivered to the inbox. He began his Return Path career as an email deliverability consultant working with top-brand clients like eBay, MySpace, IBM and Twitter. Tom’s previous experience includes roles with email service provider Experian and on the abuse desks for AOL, Bellsouth, AT&T and GTE.

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