Deliverability. It’s the seven-syllable word that can either excite or intimidate you.
Even with the rise of social media, email continues to be the most ubiquitous medium for marketers today. And what’s not to love about it? Email is easy to set up, used globally, and it has a great return on investment (if done right).
Although email’s importance seems everlasting, its ability to reach a customer’s inbox isn’t guaranteed. On average, a staggering 20% of all permission-based emails never make it to the inbox. Instead, these messages land in the spam folder, which hurts both your reputation and the revenue you could be generating via email.
Are your campaigns part of that statistic?
If you don’t know the answer, then you may be someone that finds deliverability intimidating. And that’s okay. Perhaps you’re a marketer, or an IT professional, or an expert basket weaver, and deliverability monitoring may not part of your everyday life. However, if you (or your company) sends email, deliverability should matter to you. Here’s why:
1. You can see how strong your customer connections are. Deliverability monitoring goes beyond reporting on the inbox and spam folder. Depending on the provider’s platform, you can also monitor engagement rates (whether someone is reading or deleting) and inactive rates (if a previously-engaged subscriber is no longer opening your messages).
Since deliverability is strongly based on subscriber engagement, these metrics are essential for higher inbox placement.
A low average read rate paired with a high inactive rate puts your email messaging at high risk for the spam folder. If there was a Goldilocks inactive rate, it would hover around 40%. Do you know your inactive rate and how it’s changed over time?