links for 2009-07-20
links for 2009-07-22

1 in 5 Commercial Emails Never Reach the Inbox

According to Return Path’s latest Deliverability Benchmark Report, only 79.3% of commercial, permissioned emails reached the inboxes in the United States and Canada during the first half of 2009. With the undelivered email, 3.3% is routed to a "junk" or "bulk" email folder and 17.4% is not delivered at all - with no hard bounce message or other notification of non-delivery.

Some other interesting findings from the study include:

  • The US deliverability rates are slightly better than Canada with an average of 82% inbox placement rate, while Canada's inbox placement rates are lower with just 75% of commercial, permissioned emails reaching consumers' inboxes.
  • Reaching business addresses, which are protected by systems like Postini, Symantec and MessageLabs, is even more difficult: on average only 72.4% of commercial email is delivered to the inbox through these enterprise systems!
  • In the US, the toughest inboxes to reach are those at MSN, Hotmail and Gmail

Read the press release here and download the study here.

Need help optimizing your email marketing results? Get in touch!
comments powered by Disqus