Who Got Engaged? Consumer Network Data's Proposal to Senders

If you haven’t taken a look at the 2016 Deliverability Benchmark — Consumer Network Data, it’s worth a read. Unlike the seed data based benchmark, this new report is valuable because it focuses solely on the performance of the Return Path Consumer Network—in other words, real live subscribers.

So, what’s the deal? Globally, spam placement rates rose in Q2 of 2016 compared to the previous four quarters, with the exception of the UK.  Some industries (Travel, Apparel, Banking & Finance) fared better than others (Insurance, Automotive, Technology/Software/Internet). Interestingly, the industries with overall high inbox placement for the examined time period saw a drop in Q2 2016 deliverability compared to Q2 2015; on the other hand, the industries that generally performed below the average saw an increase in deliverability over this same period.

Okay, so why should you care? The fact of the matter is, inbox and spam folder placement are dynamic and vary from quarter to quarter, week to week, and day to day—no matter where in the world you are. And though different industries reveal certain patterns, one thing is for sure—it’s important not to become complacent if you achieve an above average inbox rate. Conversely, don’t think that if your inbox placement is below average that you’re stuck in a rut forever.

All right, so in the increasingly complicated world of email—where the inbox is getting more and more difficult to reach—how can senders stay on top of their game? The answer is engagement. Because spammers are becoming more sophisticated, mailbox providers are becoming more reliant on subscriber engagement to gauge spam filtering decisions. To protect and increase you engagement, make sure you are focusing on these three areas:

  1. Increasing subscriber engagement
  2. Understanding and reacting to negative engagement
  3. Managing unengaged subscribers

But don’t take it from me, follow the numbers: This year, highly engaged users saw 8 percent more messages delivered to their inboxes, while less active users had 5 percent fewer messages in their inboxes.

The bottom line? Get your customers engaged. You don’t even need a ring.

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