This blog post has been written by Beth Woods, a member of the Ometria Deliverability team. In this post she’ll discuss what to be on the lookout for to ensure your inbox health is at its highest.
Let’s paint a picture of your day. It’s another day, you get into the office with minimal mishap and you’re planning next month’s campaigns. You check your inbox and freeze. An email has landed telling you that your inbox placement rates are low. 30% of your messages, they say, are going straight into the spam folder and some might not even be being received at all.
A common sales tactic of providers in the email space is to note a supposed issue with your current set-up and to let you know that they can solve all your email-related problems. But to solve them, they need to detail to you what’s wrong. This time it’s your deliverability. They’re looking to devalue your current sending status and your successes with your current deliverability team as a way to make you unsure of your current strategy and of course, that’s a pretty handy sales tactic.
In the email, the salesperson has quoted figures from an inbox placement monitoring tool. The figures are likely to be derived from a panel of subscribers who receive your campaigns, made up of active and inactive inboxes, and could range from between 2 – 100 subscribers. The data set, therefore, may be so small in comparison to the size of your list that it’s insignificant.
And let’s not forget, just to make you that little bit more panicked, they’ve probably selected the inbox placement percentage for your worst performing campaign.
That is not to say the information is worthless. As a data point in a wider set of information on your sending health, the inferred inbox placement rates for your domain are a helpful metric to understanding if there are problems with your email marketing reach.
Inbox placement is as much an art as it is a science and the results are based on your sending reputation with mailbox providers. The key factor to a good reputation – and therefore good inbox placement – is positive engagement from your subscribers.
Without having direct access to inferred rates a sales pitch telling you your inbox placement rates are low can be a red flag that your email marketing isn’t going as well as you thought it was.
But don’t panic, here are the next steps:
If you choose to speak to your deliverability analyst, ask them to give you a complete 360 of your sending health including your delivery rate, the bounces you are receiving and whether they can review your sending practices to make sure you are making the most of the available practices.
After all of this, you can go back to the email you received and hit reply. You can thank them for their interest in your company, and for giving you a reminder to look into the health of your sending, but ultimately if they want to talk to you again you’d like to know about the strengths of their company and how that can help you achieve your goals, rather than just trying to alarm you about your current practices.
This blog post has been written by Beth Woods, a member of the Ometria Deliverability team.