Email marketing firm Return Path has launched a new analytical solution that helps email marketers combat declining inbox placement at major mailbox providers, including Gmail.
Now part of its Inbox Monitor product, the tool aims to tackle changing deliverability challenges posed by individual major mailbox providers to assess email messages as either valuable or spam.
By evaluating more than 50 distinct elements that influence inbox placement, Inbox Monitor delivers an assessment of how a sender’s email program performs within individual mailbox providers’ environments and issues prioritised recommendations to improve that performance.
The goal is to provide marketers with the ability to adjust to one provider’s preferences without hurting performance at others.
“Connecting with subscribers is key to inbox placement, particularly as mailbox providers increasingly study users’ behavior to determine what they want and don’t want in their inboxes,” said Matt Blumberg, Return Path founder and CEO. “Although better email deliverability is the most immediate benefit of mailbox provider-specific diagnostics services like Inbox Monitor, marketers that use the new insights tend to view them as part of a broader initiative to understand more about their customers.”
During the test phase, Return Path compared senders with known deliverability challenges who used mailbox provider-specific diagnostics to those that didn’t and found an average inbox placement lift of 15 percent. In extreme cases, including one of the world’s biggest retail brands, messages reaching the inbox increased by more than 50 percent.
Inbox Monitor’s enhanced technology has already been piloted by major brands like 1-800-Baskets and Publishers Clearing House.
www.returnpath.com