NEW RESEARCH STUDY: Nearly 1 in 4 messages never reach the inbox. How do you compare?

Posted by Tom Sather on

I’m excited to announce the latest release of our Deliverability Benchmark Report for the second half of 2011.  We examined the deliverability rates on thousands of commercial email marketers and over 1.1 million messages across 142 internet service providers (ISPs) across the world from July 1 to December 31, 2011 using data from our Mailbox Monitor product that tracks if mail is delivered to the inbox, spam folder, or never delivered at all.  To be honest, some of the findings surprised me in this report.

Did you know?

  • Worldwide, emails not delivered increased 20% when compared to the first half of 2011?
  • That almost 25% of retailers’ emails never reach the inbox?
  • Only 8% of all messages delivered to the inbox at Gmail are considered a priority?
  • Less than 1 in 5 messages to China actually reach the inbox?

Reaching the inbox has become an even bigger challenge that will likely continue into 2012.  We see ISPs tightening their spam filters, moving to engagement based filtering systems, and subscribers battling to stay on top of the flood of emails in their inbox.  As a result, subscribers are using the “report spam” spam to unsubscribe from emails which is driving up complaint rates and decreasing sender reputations.

To find out more and see how you compare to the industry average, download the full report here.


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About Tom Sather

Email data and deliverability expert Tom Sather has worked with top-tier brands to diagnose and solve inbox placement and sender reputation issues as a strategic consultant with Return Path. As the company’s senior director of research, Tom is a frequent speaker and writer on email marketing trends and technology. His most recent analysis of new inbox applications’ effects on consumer behavior was widely cited across leading business media outlets including the Financial Times, Ad Age, and Media Post.

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