Permission and Reciprocity — two good concepts that marketers ruined
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Inbox Placement Rate
Also known as: IPR, Inbox Rate, Delivery Rate
Inbox placement rate is the percentage of your sent emails that land in the inbox instead of spam or getting blocked. It shows how often your messages actually reach people.
Inbox placement rate is a way to see how many of your emails make it into the inbox. Delivery rate only says the receiving server accepted the email. Inbox placement rate goes further and looks at whether it went to the inbox or to spam. It gives you a truer picture of how many people can actually see your message.
When inbox placement drops, fewer people open, click, and buy. Even a small drop can mean a lot of lost revenue for busy lists. Teams use inbox placement rate to track the health of their sending, test changes to content and settings, and spot problems early. It ties directly to engagement and return on email spend.
You can treat inbox placement rate like a warning light for your program. If opens fall across inbox providers at the same time, check your list quality, sending volume, and authentication first. Keep your list clean and send mostly to people who open and click. This kind of steady care usually keeps your inbox placement rate healthy.
Related Terms
Complaint Rate(Spam Complaint Rate)
The percentage of people who mark your emails as spam. It shows how many subscribers see your message as unwanted and affects whether future emails reach the inbox.
Learn more →Delivery Rate (DR)(DR)
Delivery rate is the percentage of emails that are accepted by recipients' mail servers without bouncing. It shows how many of your sent emails clear the technical checks so they can be placed in a mailbox.
Learn more →Forward Rate(Share Rate)
Forward rate is the percentage of delivered emails that people share or forward to others. It shows how many subscribers liked your email enough to pass it on.
Learn more →Open Rate (OR)
The percentage of delivered emails that people open. Useful as a quick health check on subject lines and inbox placement, but it does not show real engagement on its own.
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