Delivery rates for permission-based emails rose for the third straight quarter, MSN's Hotmail and Google's Gmail filtered out more legitimate emails, writes DM News, citing a new study from Lyris Technologies. Hotmail's rate of "false positive filtering" increased from 5.6 percent in 2Q05 to 9.4 percent in the third quarter, and Gmail's from 4.1 percent to 7.17 percent, according to Lyris's quarterly Email Deliverability report, provided exclusively to DM News.
In Hotmail's case, the issue may be its second-quarter introduction of Sender ID, which sends emails for which the sender cannot be verified to customers' junk boxes; in Gmail's case, the issue may be that it is new to the arena and is still finding its footing, according to a Lyris spokesperson.
Lyris found that overall inbox delivery rates are improving: 89 percent of opt-in emails were delivered by U.S. ISPs, up 4 percentage points from the second quarter. ISPs with the best delivery rates included PeoplePC, Mailblocks, Gmail, Yahoo, SBC Global and RoadRunner.
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