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The digital marketing glossary > I > What is Inbox placement rate definition?

What is Inbox placement rate definition ?

Inbox placement rate - aka: IPR - is a key email deliverability metric which measures what percentage of sent emails reach recipients’ inboxes.

Inbox placement rate = Inbox placements / total email sent

Emails sent = Inbox placements + emails blocked + emails filetred to junk or spam folder

Inbox placements are determined at recipient level via seed list solutions or / and subscriber panel.

Inbox placement rate is often seen as more accurate and pertinent than the classic deliverability rate.

IPR for US market in 2012

Inbox placement rate

Image credit: Return Path "The email intelligence reporte Q3 2012".

See also average inbox placement rate.

 
Published on Monday 15 April 2013 (Authors)