Businesses spend an average of 26.6% of their marketing budget on email, but many aren’t optimizing for inbox placement, according to a report from Kickbox.
Nearly two-thirds of businesses (64.6%) say inboxing issues have directly impacted revenue or customer retention, the report found.
Kickbox found spam filtering is the top inbox barrier for 60.3% of businesses, making it the most urgent challenge for marketers to tackle. Only 23.6% verify their email lists before every campaign, leaving brands vulnerable to bounces, spam traps, and low engagement.
Another important aspect of email list hygiene is checking email addresses submitted via online forms. Roughly 9% of emails entered on webforms are invalid, the report found, meaning nearly 1 in 10 potential leads are fake, mistyped or undeliverable.
Dig deeper: Email deliverability: What you need to know
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