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The Cost of Measuring Deliverability Versus Inbox Rates

If the Postal Service had a garbage can at their facility and, every time they saw a piece of junk mail come through they threw all of it in the trash, would you call that delivered? Of course not! Strangely enough, though, in the email marketing industry any email that’s delivered to the spam folder is counted as delivered!

As a result, email providers tout their deliverability scores as if they’re something to be proud of. Unfortunately for their customers, though, the reputation of the sender, combined with the quality of the recipient addresses at each domain, combined with the email content may produce terrible inbox placement for marketers. This isn’t something they report, though.

That’s why companies enlist the services of platforms like 250ok. 250ok provides senders with seed lists that are monitored to see whether or not the campaign makes it into the inbox or the spam folder. This provides the marketer with all the necessary reporting they need to troubleshoot and correct deliverability issues – whether it’s list quality, content quality, or infrastructure issues.

250ok are sponsors of the Marketing Technology blog and we utilize their platform to monitor and improve our own inbox placement. 250ok likes to call this the true deliverability rate. Monitoring this placement can mean thousands of dollars in increased open, click and conversion rates to email marketers.

The Deliverability Myth

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About Douglas Karr

Douglas Karr is the founder of The Marketing Technology Blog and recognized MarTech expert. Doug is a Keynote and Marketing Public Speaker. He's the CEO of DK New Media, an agency specializing in assisting marketing technology companies with their inbound marketing - leveraging social media, blogging, search engine optimization, pay per click and public relations. He's assisted SaaS companies like Angie's List, GoDaddy, Salesforce, Webtrends, and SmartFOCUS with their digital marketing and product strategies. Douglas is also the author of Corporate Blogging for Dummies.

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