It’s not news to us (nor likely to you) that email marketing is one of the top drivers of customer engagement, yielding the highest potential ROI of all marketing channels. Marketing departments are often building entire budgets around email marketing — but are they optimizing their email efforts to improve deliverability?
According to 250ok, delivery to the inbox for North America was around 88% in 2019, but the DMA reports that some industries saw much lower deliverability. While trends in deliverability and engagement are trending upward as a whole, the industry average doesn’t mean much if your organization’s mail isn’t making the cut.
Nearly all major mailbox providers (MBPs) utilize machine learning to determine how they should filter inbound mail. Their primary goal is to ensure their users are happy, by delivering “wanted” mail to the inbox and keeping everything else out — whether it’s never delivered or filtered to spam. These filters monitor user engagement and sender reputation in real time to determine how mail is routed on their networks.
As a sender, you’ll need to follow some core best practices if you want to be sure your mail reaches the inbox.