Chapter 4

Navigating the new gatekeepers: Inbox filters

Illustration of a smartphone displaying a notification alert with a bell icon and information.
Illustration of a smartphone displaying a notification alert with a bell icon and information.

In the last few years, inbox providers and operating systems have made it easier for consumers to tune out the noise. Between promotional tabs, "Unknown Sender" folders, and automated call screening, consumers now have a personal security team for their devices. 

The downside for businesses? Your communications are less likely to reach your users in real-time. 

But are customers actually aware of these filters? As it turns out, they aren't just aware—they are actively using them to safeguard their attention. Here’s how they are currently managing their incoming alerts:

  • Email: 33% proactively filter emails into select folders or tabs.

  • Text messaging: 32% send texts from unknown senders to a separate inbox.

  • Voice: 26% use call transcription or automated replies to screen unknown callers 

Consumers on what filtering they have activated on their devices and apps

The good news is that just because a communication is filtered doesn't mean it's deleted. Our data shows that consumers do eventually check their "hidden" folders—but usually on their own schedule, not yours.

  • 77% check their "Unknown Sender" text inbox at least once a week.

  • 87% check their filtered email folders weekly.

Here’s the catch: For a brand, "later" is often too late. If you’re sending a 24-hour flash sale notification, a weekly check-in means your message has already expired. To be effective, you have to find a way to stay in the primary inbox.

How to avoid the unknown sender folder

To keep your communications in the primary inbox, you have to prove to the inbox provider — not just the user — that you belong there. Here are four best practices to stay visible:

  • Make your identity known with consistent branding

    Use BIMI for email, RCS for text messaging, and Branded Calling for voice so consumers can instantly recognize that a communication is coming from your brand.

  • Use the same number and sender

    If you call or text from a different number or send an email from a different address every time, you’ll be treated like a stranger. Use a Sticky Sender service to ensure your customer receives every message from the same long code or short code, or use the same email address to build a recognizable thread in their inbox.

  • Encourage recipients to save your contact

    The best way to land in the inbox? Be on your customer’s contact list. When users first subscribe, share a digital contact file to encourage them to add your business to their contact list so they never miss an update. 

  • Master the opt-in and -out

    Filtering is often triggered by user complaints. If your opt-out is hidden, users might hit "Report Spam” instead of hunting for the unsubscribe button. Make your "STOP" or "Unsubscribe" instructions crystal clear. It’s better to lose a subscriber than to have your entire domain flagged by a carrier.

     

     

Red folder with phone, video call, and paper plane icons floating around it, surrounded by stars.
Red folder with phone, video call, and paper plane icons floating around it, surrounded by stars.

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