source: Return Path
When I came across this report from Return Path, I was quite surprised about the results. I could never imagine that roughly 17% of our messages simply won’t arrive to our subscribers. I can still hardly believe it, since according to Mailchimp, our delivery rate is over 99% for our newsletters.
I can easily imagine that 6% goes to SPAM, since the soul of the different SPAM filters seems to be extremely complicated, and you may even get banned from the inbox of your double opt-in subscribers for very strange reasons, or even for “no” reason.
But what about the remaining 11%? These emails tend to miss the inbox due to the complexity of the mailbox providers’ decision making processes. Best practices, which worked before, are no longer enough to ensure inbox placement.
How can you improve your inbox placement?
- Keep your email list as clean as possible! Remove invalid email addresses and those which hard bounce on a monthly basis at least.
- Sender reputation really matters! Use Senderscore to check it.
- Your email history counts as well. The more times you ended up in SPAM with your emails, the more likely it is to get there again.
- Write really engaging emails, which get opened and clicked. If you over perform “benchmarks” and produce quality content, you are more likely to get to the inbox.
Visual Email Testing with Developer Tools, Litmus and Email on Acid
Have you ever struggled with email testing before? The browser developer tools, Litmus and Email on Acid can help you. See how to use them together.Read more
Does it take you 1+ hour to code an HTML email template? Maybe it's time to reconsider your workflow. Learn how to create email layouts with scripts.Read more
How to Use Sublime Text for HTML Email Development
Do you want to cut the development time of your next HTML email template in half? Streamline coding productivity with Sublime Text's greatest features.Read more