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IPR – Inbox Placement Rate

Vangie Beal
Last Updated May 24, 2021 7:45 am

Inbox placement rate (IPR) is used in permission-based email marketing as a deliverability benchmark to determine what percentage of send emails reach the intended subscriber’s inbox. In email marketing, there is a growing trend for marketers to focus on inbox placement rates as a key metric instead of determining deliverability based only on email bounce rates.