INBOX PLACEMENT RATE (IPR)

For a long time now Email Marketing Providers have been pushing % delivered as the metric for measuring email deliverability. This is often a misleading metric because it does not take into account the emails that landed in junk/bulk mail folders. And when was the last time you personally read an email from your junk mail folder? The Inbox Placement Rate is the metric you should be holding your Email Provider to i.e. the number of emails that actually land in a recipient's inbox.