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Inbox Placement (vs. Spam Folder)

The true goal of deliverability. A message delivered to the "inbox" is a success. A message delivered to the "spam" folder is a failure. This section defines why a 100% "delivery rate" can be a deeply misleading metric. It's the difference between the main pier and the quarantine dock.

4 questions in this topic

Questions about Inbox Placement (vs. Spam Folder)

What determines if an email lands in the inbox or spam folder? What is the difference between the primary inbox and other tabs (Promotions, Social)? Does landing in the Promotions tab count as good deliverability? How can I increase my chances of landing in the primary inbox?