Companies with higher levels of engagement manage to save their emails from the spam box

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No matter how careful we are in designing and implementing an email campaign, there will always be messages that end up being directed to a spam folder in our recipient's email.

The company Return Path has analyzed how often users “rescue” these emails from their mailboxes and why. Few actions by a consumer or user show their degree of loyalty to a brand or company more than the voluntary “rescuing” of one of them.

Most email management programs allow users to examine the contents of their spam mailboxes before deleting them, and also offer the ability to “recover” emails that may have inadvertently ended up there.

It's no surprise that researchers are drawing connections between the ransom and the strength of the brand behind it. According to George Bilbrey, president of Return Path, “Virtually every single sender sees their messages end up in the spam folder, but only a few actually get recipients to look for them.”

Return Path has analysed how many emails have been 7,000 approved names in denmark list retrieved, calculating what is known as the TINS ​​ratio (This is not spam), or percentage of how many messages are retrieved by the user. Thus, within an analysed group of more than 1 billion messages that ended up in the spam box in the first quarter of the year, less than 2‰ (0.17%) deserved the recipient's favour.

But not all brands are equally popular with consumers. According to Return Path, the companies with the best TINS ​​ratio include Apple, Amazon Etsy, Match.com, Netflix and United Airlines, among others.

“Senders with the best TINS ​​ratio share common characteristics that go beyond good email marketing practices,” said Bilbrey. “They use data-driven intelligence to connect with consumers and study their behavior, making decisions that help improve their loyalty across all channels.”

“TINS ratios are associated with high levels of engagement,” says Bilbrey. “A higher percentage of messages read means that there is a greater chance that messages that end up in spam can be recovered,” he continues.

Of the companies studied, senders with a read rate of less than 9% typically have a TINS ​​ratio of 0.14%, while those with a read rate of 22% or higher achieve a TINS ​​ratio of 0.97%, six times higher. Forwarding rates suggest similar scenarios. Those with a TINS ​​ratio of 0.5% are up to six times more likely to have their emails forwarded.

Categories with the highest TINS ​​ratios include travel, dating and work.

Retail and social media networks suffer the lowest TINS, at 0.11% and 0.10% respectively, likely due to the high number of messages they send, as well as the fact that email recipients are less likely to unsubscribe from subscription services they no longer want, according to Return Path.