Oftentimes, marketers will glance at their overall deliverability and assume that there are no issues because their overall metrics are above problematic thresholds. Looking at deliverability metrics in this manner is better than not looking at them at all, but this method can miss the mark in showing the whole truth about an email program’s deliverability.
Generally, ISPs look at most of the same fundamental factors when determining whether to send an email to the inbox, to the spam folder, or to block it completely. Each ISP will react differently to hitting thresholds of key deliverability factors. So, while Gmail may think that you deserve to be in the inbox, Hotmail may think you’re best suited for the spam folder. This is why it’s so important to monitor deliverability metrics by ISP.
I took a look at metrics across the big 4 ISPs (Gmail, Hotmail, Yahoo, and AOL) for the month of April 2016, and this totaled over half a billion emails in volume. This data included spam folder placement rates, read rates, and deleted rates. Utilizing panel data, as opposed to seed data, means that these metrics are pretty darn accurate. These emails are not being sent to dead email addresses—they are being sent to real active members of marketers’ email lists, and Deliverability Plus is able to see how these users react to marketing messages.
So, what did the data show? First let’s take a look at some big picture conclusions.
Each of these insights helps us to draw some conclusions about the individual filtering methods of these ISPs:
It’s important to remember that there are many unique factors that different ISPs take into account when determining a sender’s worthiness for inbox placement. Download the Email Deliverability: Guide for Modern Marketers today and you'll learn how to achieve email deliverability that really delivers.