Inbox Placement Test

What affects inbox placement?

While our inbox placement tools will help with email campaign optimizationⓘ, you need to know what affects your email’s inbox placement. Here are a few critical elements to keep in mind:

Email content and spam trigger words

When your email meets a spam engine, your content is put to the test.

Email and internet service providers need to do their job of looking out for low-quality, spammy email content. If you take a look at the average spam folder, you’ll find emails with apparent spam content. How can you tell?

While you know that your emails are legitimate, ensure that you’re not making mistakes that cause spam engines to think otherwise.

Email header errors

An email header can tell you a lot about an email’s true nature. They contain from, to, reply-to addresses, SPF, DKIM signatures, and more. ESPs use this data to ensure the legitimacy of the email.

When there are errors or things don’t match up, you look like a spammer.

Historical email performance

Your subscribers should want to read your emails. Therefore, your email open rates and clickthrough rates tell ESPs a lot about your email content.

However, if you have critically low open or click rates, high unsubscribe rates, or spam complaints, it will affect your inbox placement. ESPs take these as signs that you’re sending irrelevant emails and will automatically mark you as spam.

Email sender reputation

All of the above will impact your company’s sender reputation. Sender reputation is a score provided by ISPs that dictates your trustworthiness as a sender.

Factors that include sender reputation (and your inbox placement rate):