Subsequently forwarding is another great effector for a senders’ deliverability reputation, it tells the inbox that the sender’s emails are not only wanted and valued but they are also remarkable enough to share.Īgain the stats supported the logic and senders which had their emails forwarded more would also be rescued from junk more. If a message is worth sharing with friends over email, someone is far more likely to just forward. ForwardingĮven though many brands might put a send to a friend link in their emails, it is a fairly dead tool unless it is incentivised. Return Path have a route into many inboxes themselves and have anonymous counts of the “read rate”.Īs we could have expected, brands which get a high read rate also earned a high TINS rate this is down to the fact that more people want the emails, enjoy them and miss them when they are not in their inbox. Return Path’s technology does not plug into the emails you send, they are not an ESP. This is because email tracking only shows a reaction to the email’s content when someone simply clicks/taps the subject line in their inbox to open the email, until the images are loaded or a link is clicked, email tracking cannot report back an action. It is also something that most marketers do not get to know. This is not as loud as a TINS action it tends to be measured over time and would count less than a reply or a forward. One of the less understood engagement metrics is read rate. This would suggest that senders which usually go to the inbox are missed when they do not and are frequently rescued by their recipients. So more people are rescuing emails from the junk folder from brands who usually get into the inbox. Senders with higher inbox placement have a high TINS rate. The main and obvious thing Return Path have found is that good senders get good TINS rates. Return Path use accurate figures from their many sources of anonymous inbox usage stats to analyse the number of people who have hit the TINS button in their junk folder and compared these numbers with other relevant stats they have gathered. Global Leader in Email Intelligence, Return Path, have recently rolled their latest TINS report: Hitting the “Not Spam” button does great things for your deliverability, reputation and subsequent inbox placement.
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