European marketers measure success as ‘delivered minus bounced’ rather than emails that actually reach consumers’ inboxes. New inbox placement guide advises marketers on implementing email best practice.
Many European marketers are counting marketing emails that end up in spam folders as delivered messages.
Rather than monitoring inbox placement rates – which provide marketers with the actual number of emails being delivered to consumers’ inboxes – marketers are using a delivered rate metric, which counts emails that reach consumers’ inboxes minus emails that bounced back to the sender. This method does not take account of emails being delivered to spam folders or being blocked at ISP level and disappearing completely.
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