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TINS rate


TINS - What it means for marketers and mailbox providers when consumers click "This is NOT Spam"? - it improves the sender`s deliverability by helping mailbox providers indentify messages that people want. 

Virtually all senders occasionally have messages delivered to the spam folder. A TINS report is what happens when recipients "rescue" those messages and notify their mailbox provider that this was a message they actually wanted to receive. It says, categorizing it as spam was an error and future messages like it (from the same sender) should be delivered to inbox. TINS report can dramatically improve deliverabilty and with it response and ROi.

Mailbox providers place high value on TINS because these endorsements of value are decidedly deliberate and relatively rare. Subscribers  must go through at leat two steps (search spam folder, report TINS). 

For every 1000 message routed to spam folder, on average there are less than two TINS reports made (0.17%) of messages in the spam folder). While other indicators can be fixed more easily, TINS report really shows mailer`s good relationship with subscribers, which takes time and wisdom to build. 

Higher TINS rates mean better deliverability and vice -versa:

Email from senders whose messages trigger complaints (delivered mail where the "This is spam" button is clicked), also triggers "This is not spam" reports. That is, often the higher the spam rate, the higher the TINS rate. These senders are getting both negative and positive response. 

How can these two indicators be in positive correlation. It might because of subject lines that don´t keep their promises. For example some mailers have tested using "Re:..." in theis subject lines, hoping that recipients will be more likely to read it thinking it is a response to one of their messages. Or giving big promises in subject line, which are not in the letter. It might work, but readers also might feel misled. Big promises can create exitement, boost rates, and even increase TINS report, but those same promises can also raise consmuers suspicions and trigger complaints. It is also illegal. 

HIgher TINS rates correlate with other indicators of subscriber engagement

Both read rate and forward rate are considered direct indicators of engagement and both show positive correlation with TINS rate. 

How senders generate TINS through high engagement? 

Some points that companies with the fighest TINS rate do. 

  • Being unmistakely themselves - clearly recognizable sending names, recipietns would feel no risk when opening their letters.
  • Clear and compelling subject lines - Top performing senders use their unique voices to reinforce recognition, and often include an attractive offer. The New York Times indludes actual news in subject lines to crab the reader. 
  • Keeping promises - The senders message content matches the subject lines.
  • Creating engaging content - Add value with content that goes beyond the offer.
  • Build trust with an easy out - Unsubscribe button is easily found.

Categories that foster engagement

Email from some industries was rescued more often than others, and some were rarely rescued. Financial and insurance senders had the highest TINS rates (probably because these are messages relating to their specific accounts), retail and social media had the lowest (probably due to their tendency toward high mailing frequencies, combined with recipietns who often don`t unsubscribe from messages they no longer want). 

Almost no one resques electronics or cosmetics mailer frome the spam folder, while messages from genaral retail, gifts and flowers, and sprots retailers have rescue rates that are well above the category average. When it comes to content, recipients are more interested in rescuing emails in the hobby and enthusiast category. Airline messages are rescued more often than those from other travel categories, perhaps because more of them may be transactional, containing frequent flier account information or flight confirmations. 


The TINS rate cannot be "gamed" by changing sending settings, or adjusting your email list composition or hygiene. (Mailbox providers know the tricks.) The TINS rate can`t be changed quickly. It can only be improved over time, by building better relationships wtih your subscribers so they will want to read what you send. 

That’s why high TINS rates are a strong signal to mailbox providers that your subscribers are engaged and value your messages. That’s also why TINS rates can give marketers an early indication of engagement problems that, if left unaddressed, can lead to long term reductions in deliverability and email revenue. Knowing your TINS rate, how it compares to other mailers within and beyond your category, and how it changes over time can give you a simple, clear measure of the health of your subscriber relationships and of your email program in general. Using TINS rates this way can protect email ROI and detect shifts in customer sentiment that affect other channels as well.
25.june 2013
Add new comment autor, 18.04.2019
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