Email is a fundamental part of digital marketing, thanks to its role as the gateway to consumers’ online purchasing behavior. The inbox serves as a nervecenter for recipients’ next steps, whether they click a link to a blog in a newsletter, or redeem an offer code in a promotional email from their favorite brand.
Email is an essential part of a business’s communications arsenal, and will continue to be, as the number of global email users amounted to 3.9 billion in 2019 and is set to grow to 4.48 billion users by 2024.
Yet emails often don’t reach the consumer’s inbox, and marketers likely aren’t aware this is even happening. Beyond emails bouncing, which even new email marketers would understand from their delivery metrics, emails could be filtered into spam or simply go missing.