Improving Inbox Placement: Tips to Stay Out of Spam

What is Inbox Placement?

This is the percentage of your emails that make it to the inbox. Unfortunately, there are several reasons why you might not have so much success in holding your spot in the mailbox.
If your inbox placement rate is low, here are tips to boost your rate.

1. Reduce your spam complaints

If you're frequently receiving spam complaints, inbox providers might be hesitant in placing your email in the inbox. Some subscribers will outgrow your email content at some point, so churn is inevitable, but at least, you can reduce it. 

To begin with, make sure the unsubscribe button is clear. If your readers can't locate the button, they will report you as spam to stop receiving your emails.

Availing the unsubscribe button, allows your audience to take a break when need be and keep you away from CAN-SPAM trouble.

2. Practice email hygiene

Having a big email list to admire can be amazing. But if some of your addresses are no longer working, you stand a chance to be blacklisted.
Once in a while, go through your email list and collect any errors, some email addresses might have.
Also, avoid buying an email list, as that could be a big source of invalid emails.
See more on email hygiene.

3. Keep an eye on your engagement metrics

All email marketers agree that engagement matters. As spam filters become more sophisticated, it's critical that you have great content to match.
And although sending great content to the subscribers matters, it's also crucial to focus on the metrics that ISPS uses to determine the engagement.
The metrics include:

  1. Forward rate.  Do your subscribers share your emails with other people? If not. Start encouraging them to, ISPS sees this as a good sign.
  2. Reply rate. Avoid sending "No reply" emails to your audience. You might be missing out on a chance to boost engagement.
  3. "White-listing." Naturally, when subscribers request their email client to specifically let them receive your inbox, they see your content as valuable. You can ask your subscribers to "white list" your email address.

4. Employ preference centres

Your unsubscribe rate is among the factors that may signal poor engagement. Besides asking your silent followers if they'd want a break, you can give them more options.
For example, if you run a recipe blog, you can give your subscribers a choice to receive the breakfast recipes, and still unsubscribe from dinner recipes.
This shows your audience you care, and this may encourage them to engage more with your brand.

5. Maximize engagement with email list segmentation

This is another way of making sure your subscribers are engaging with you. If there is a group of your audience that isn't as responsive as you'd like, you can segment them and send fewer emails to them. Similarly, you might send more content to subscribers who are interested in more emails.

6. Use seed testing

As much as seed testing might not always be an option, it reduces the gamble of hitting the send button without knowing what to expect.

Seed testing is where you set a test email to certain email addresses that you might not be sure if they are still valid. If you get a delivery report, then you know it's safe to send your stream of follow up emails.

This will secure your email derivability score, as you will only send one email compared to a full email consequence to the group of emails.

Read more on our allied email services at