Report: Engagement Key to Keeping Your Emails Out of the Spam Folder
Engage early and often
If you’re sending a lot of emails, you already know that the spam folder is not the place you want to be.
But it’s not the only place you don’t want to end up. With the rise of increased inbox organization in email platforms, particularly in Gmail, it’s easier than ever to get an email in your inbox and never see it. And that disengagement can lead to future appearances in the spam folder, says email marketing service Return Path.
In The 2019 Hidden Metrics of Email Deliverability, the firm makes clear that while the email channel is still seeing a lot of success, there’s a fine line between hit campaign and total disengagement. While 9 percent of all messages analyzed hit the spam folder last year, an additional 16 percent were deleted before being read. Together, those rates were higher than the 24 percent “read rate,” which reflects emails opened and read, seen on average across industries—although on the plus side, that read rate is up by 2 percentage points from the prior year.
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