LashBack provides industry-leading email compliance monitoring and discovery solutions to help organizations protect their brand, gain competitive insights/intelligence, and save money through automation. Accomplishing this involves finding and monitoring millions of emails and corresponding publishers, flagging emails for potential violations, and surfacing other email deliverability metrics like inboxing reports.
Utilizing LashBack’s comprehensive oversight and dynamic database of millions of emails, we’ve compiled some of the critical Q1 email marketing metrics to share with you.
These insights are not just interesting—they’re powerful pieces of data that can empower your business decisions.
Check out our findings below and leverage them as you shape your email and affiliate strategies and campaigns for the rest of 2024.
Key Takeaways
- Domain-Specific Inboxing Data: Analysis of over 200 sending domains showed that only 11% achieved inboxing rates over 50%, and the majority (84%) had rates under 20%.
- Inboxing by Provider: Gmail showed the highest success rate, with 53% of emails reaching the consumers’ inbox or promotion folder.
- Top Compliance Violations: Common issues detected include deceptive or unapproved header information, problematic opt-out links, spoofed “from” domains, postal address errors, and problematic content.
- Importance of Compliance Monitoring: The data underscores the importance of LashBack’s monitoring solutions in protecting brands from potential legal and regulatory consequences by ensuring compliance in their email marketing practices.
Domain Inboxing Analysis
Part of LashBack’s extensive inboxing analysis involves examining the domains from which the emails are coming.
Of the 200+ sending domains that LashBack monitored, 11% had inboxing rates of over 50%, meaning that over half of the emails they sent were successfully delivered to prospect inboxes.
However, the majority (84%) of sending domains had an inboxing rate of under 20%, resulting, on average, in less than a quarter of their emails reaching their final destination.
In general, the domains with the highest inboxing rates also sent some of the highest volumes of email in the analyzed dataset.
Inboxing Success by Inbox Provider
Inboxing numbers were further broken down in LashBack’s analysis to match the metrics with the email inbox providers. This data included information from multiple inbox providers, but three had the highest frequency of mail sent to them: Google (Gmail), Hotmail, and Yahoo.
The inboxing performance for these three providers was:
- Google: 53%
- Hotmail: 36%
- Yahoo: 35%
This means that in our analyzed dataset, over half of the emails targeted at Gmail successfully reached inboxes.
It’s worth noting that Gmail had the highest volume of mail sent to its users of all the email providers monitored.
Top Compliance Violations
One of LashBack’s most commonly used features is its ability to detect and flag regulatory and brand compliance issues within emails sent by a client or an email affiliate partner.
The list below ranks from most common to least common the top compliance issues and violations that LashBack uncovered in Q1, including deceptive subject lines, misleading sender names, problematic opt-out links, deceptive “from” addresses, postal address errors, and problematic content.
Many of the compliance-related violations either stemmed from an identified regulatory issue or were flagged based on custom rulebooks put in place by a company for brand guidelines.
1. Subject Line Issues
What this means: The email was flagged for having deceptive, unapproved, or unusual subject lines that warranted closer inspection.
2. Friendly From Issues
What this means: The “friendly from” name (the name that identifies the email's sender) was flagged for being deceptive, misleading, unapproved, purported, or spoofed.
3. Opt-Out Issues
What this means: The email does not include an embedded opt-out link that actively leads to an unsubscribe page.
4. From Line Issues
What this means: The email address “from” which the message was sent used a deceptive, spoofed, or unapproved domain.
5. Postal Address Issues
What this means: The email was flagged for not including a valid physical postal address or not including the appropriate postal address.
6. Message Content Issues
What this means: The body of the email contained content flagged for brand or regulatory compliance issues.
These six types of violations can get brands in regulatory and legal hot water if not quickly discovered and addressed. Brands need visibility into their email content, even when sent by an affiliate, as they can still be held responsible for what is being sent out on their behalf.
Email Compliance Monitoring and Discovery with LashBack
LashBack's email compliance monitoring and discovery solutions offer essential insights that can significantly impact business decisions.
The data analyzed for Q1 shows a significant increase in email inboxing rates across various industries, highlighting the importance of honing in on effective email delivery strategies. By examining domain inboxing rates and compliance violations, businesses can identify areas for improvement and further optimize their email campaigns and strategies.
Understanding the top compliance violations, such as subject line issues and opt-out problems, underscores the necessity of maintaining regulatory and brand compliance in email marketing efforts.
As we move closer to the second half of the year, it's clear that the landscape of email marketing is evolving, and staying informed with actionable insights is paramount. We encourage you to delve into the findings provided by LashBack and leverage them to shape your email and affiliate strategies for continued success in the digital marketplace.
Want to learn more about LashBack? Request a demo here!
