Is there something that soft drink email marketers are doing to run afoul of gmail?  Or do gmail users not like soft drinks?  Maybe it is just a coincidence, but in an analysis of email senders in the beverage industry, Coke, Pepsi and Dr. Pepper all have low inbox placement rates with gmail, while their inbox placement rates at AOL and Yahoo are just fine.

Below is a screenshot of the inbox placement rate by ISP for iCoke over the last 30 days.  The inbox placement rate averaged 86% for the sending domain email-icoke.com, but for gmail the inbox placement rate was only 55%.


The inbox placement issue for gmail seems to have centered around campaigns late in December 2010 and in early January.  An analysis of campaign by campaign data shows that an email campaign delivered to an estimated 4.7 million people on December 30, advertising that My Coke Rewards Mobile had serious inbox placement issues with gmail users, ending up in the spam folder for 51% of users.  Below is a screenshot of the campaign.

Next up is Pepsi.  Below is a screenshot of the inbox placement rate by ISP for Pepsiworld over the last 30 days.  The inbox placement rate averaged 74% for the sending domain pw.pepsiworld.com.  For gmail the inbox placement rate was only 35%, and the chart shows a consistently low inbox placement rate over the thirty day period.  The inbox placement rate for yahoo mail users is also below industry averages at 78%.

Pepsiworld has had numerous campaigns with low inbox placement over the last 30 days, but the largest campaign (estimated 2.8 million recipients) with the lowest inbox placement (46% overall and 34% inbox placement for gmail users) was sent on December 21 advertising “Shop Pepsi and Get Great Gifts for Everyone on Your List”.

Dr. Pepper, with average inbox placement of 85% seems to have faired only a little better with Gmail, with an average inbox placement of 66%.

 

 

 

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