• by Ray Schultz , Columnist, December 4, 2024

A set of tools designed to help email senders achieve stronger inbox placement has been launched by AudiencePoint.

The firm’s new Audience Engagement Suite can help marketers “go beyond traditional metrics and foster genuine connections with their audiences to drive measurable growth," says Andy Perez, CEO of AudiencePoint.

One feature is Subscriber Deployment Optimization, which allows brands to send messages at the best time based on historical engagement patterns, the company says. 

AudiencePoint uses subscriber data from a second-party pool of over 700 email addresses, ethically sourced from trusted brands, the company claims.

This data provides insights into subscriber behavior, allowing marketers to refine their segmentation. 

The firm argues that old tools like seed lists and panel data fail to offer accurate insights into where emails land.

"Email marketing is about more than reaching inboxes; it's about reaching real people," Perez contends.How well does it work? 

"We boosted engagement by 30%,” says Jay Graves, Style Blueprint. “The spam folder had been our invisible enemy — our emails were failing without us even knowing. This Inbox Placement technology illuminated the problem, allowing us to ensure our messages reached more people.” 

Another view is provided by Matthew Dunn of Campaign Genius.

"AudiencePoint's Inbox Placement will restore transparency to email marketing, removing some of the relationship obstacles that inbox-monopoly features have 'added' to email in recent years," Dunn argues. "Consumers and ethical marketers both want engagement; this is a revolutionary way to make engagement visible and measurable."