📖 Glossary
What is Inbox Placement Rate (IPR)?
The percentage of emails that are delivered successfully to the recipient's primary inbox, as opposed to the spam or promotions folder.
Detailed Explanation
While standard "delivery rate" only cares if the server accepted the email, inbox placement measures where it actually ended up. Low inbox placement severely hampers campaign performance. Achieving high inbox placement requires authentication, a stellar sender reputation, highly relevant content, and regular list cleaning to remove unengaged and invalid addresses.
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