Do you know how much of your email marketing actually reaches the inbox? Seems like a simple question, right? I'm finding, however, that this is a real blind spot that is significantly hurting many email marketers' results and revenue.


Please take this 3-question survey, and then come back and read the rest of this post.
Here's the rub. I've had this conversation several times over just the past few days, but it occurs nearly weekly all year long.
A smart markter will say, "We get 98% of our email marketing in the inbox."
I say, "Great! How do you know?"
Marketer: "We get a report from our ESP/MTA vendor/IT guy."
Me, "Are you sure that means inbox placement? Sounds like it might be your bounce rate."
Marketer: "No, it's reported to me as 'delivered' or 'deliverability.' Doesn't that mean inbox?"
Me: "Not always. Let's check it out."
In every case, it turns out that the number being reported is the bounce rate. Bounces are a good number to track, but they have nothing to do with inbox placement.
"Bounce rate" and "inbox placement" are not even really related to each other. The first is a measure of list quality and the second is your opportunity index. If you don't reach the inbox, you cannot earn a response. Inbox placement is the first line of opportunity for response and revenue. You can't manage and optimize it if you aren't tracking it.
It's critical that every email marketer know both numbers.
The survey will help me try to assess how widely held is this misunderstanding. I'll be sure to report the results back via the MarketingProfs blog.
Pass the survey along via Twitter (I'm @StephanieSAM) or in your own blog. And please give me feedback in the comments section below.