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Not All Email Inboxs are Created Equal

Tim Roe

One of the common questions I am asked by email marketers is “Why do our marketing emails go into one person’s inbox and into another person’s junk folder” This question is even more important when the email account that your email is being junked in, is the organizations President! The fact that one person’s junk is another person’s inbox, is a reflection of the way that the email providers personalize user’s experience. Web-mail providers have to deal with high volumes of spam, which accounts for about 95% of the email traffic globally. As you can see, your inbox would look a very different place if this spam was not filtered first!
As another way of reducing inbox clutter, the email providers also try to filter out “unwanted email” from the person’s inbox. This can be quite subjective, and a perfect solution is yet to be devised, so the junk folder can be seen as where the email provider puts email is not entirely sure about. It’s got to be remembered that the email provider is trying to improve the user’s experience, even if it is at the cost of ...

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