Report: Marketers Continue to Struggle with Inbox Placement Rates

Email marketing remains a highly effective channel for marketers, but new research shows that more of them are losing sight of the basics. As a result, messages are failing to reach their recipients’ inboxes.

Validity recently conducted “The State of Email Marketing” report, and statistics indicated that for the majority of marketers (39%), the effectiveness of email is holding steady. Approximately 30% of marketers claimed that it was improving slightly, while 8% stated that it was improving significantly.

That being said, only 19% of marketers reported an inbox placement rate of 90% or above, indicating that many are still missing their intended target when it comes to their email strategy. The majority of marketers (67%) reported an inbox placement rate of 89% or less.

Finding Success Through Email Marketing

This is not the first batch of research to suggest that marketers are still missing the mark when it comes to utilizing email to achieve their primary objectives.

Ascend2 published its “Email Marketing Optimization Survey” results, and data showed that most marketers (50%) are still only “somewhat successful” in terms of reaching their email marketing goals. This was compared to 38% of best-in-class marketers who said the same.

The majority of respondents (43%) claimed that they believe personalization is the most critical characteristic in terms of improving upon email marketing optimization. This was followed by data quality (39%), email design (34%) and messaging (33%).

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Scott Stone — Scott Stone, Advertising & E-Business Manager, Cisco Eagle

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