Making the Grade: It Takes an A-Level Reputation to Get to the Inbox
• Straight A's (A 95-98) Marketers with a Sender Score between 95-98 represent the biggest group, and also the average performers among good senders. The marketers in this range account for 40% of all email that is delivered, and they achieve an average inbox placement rate of 92%. Strong as that may be, they still lose a large volume of their marketing emails to the spam filter or blocking. Their complaint rates are low (0.17%) but that's 5x more than the A+ senders.
• Advanced Placement (A+ 99-100) The elusive A+ goes to senders who receive a Sender Score of 99 or 100. These marketers have optimized their email marketing and are constantly studying their programs to stay on top. Their hard work is well worth it with an aggregate 98% inbox placement rate. The distinguishing characteristic that separates them from the rest of the high performers: their messages are virtually always wanted and welcome. They have only of 0.03% receive a complaint rate collectively.
Email marketing is a competitive space and every incremental increase in inbox placement makes a difference. A flawed reputation will hurt your brand by disrupting your communication with customers and by creating an opportunity for your competitors to build relationships in your absence. After all, out of sight, out of mind. In reputation, getting an "A" does not cut it anymore. Marketers who want to stay connected to consumers need an A+.