Dive Brief:
- Return Path’s latest deliverability study found global deliverability dropped 4% to 79% over the last year.
- Ferreting out just the U.S. numbers, deliverability was even slightly lower at 76%, a whopping 10 point drop from last year’s report.
- Breaking the results down by industry, technology had the worst inbox rate at 45%.
Dive Insight:
Deliverability is an ongoing challenge for marketers – an email that doesn’t reach the inbox might as well not even been sent. And deliverability issues can highlight larger problems with an email program, such as a list full of bad addresses, or a poor reputation score that keeps email out of legitimate recipients’ inboxes.
The latest research from Return Path shows that deliverability is a growing international problem, and an issue dramatically impacting the U.S. this year. According to Return Path, “This means for every five emails sent, one never reached the intended recipient. Instead, it’s either sent to a spam folder or goes missing – most likely blocked by the mailbox provider.”
The report was created by analyzing 357 million marketing emails sent by brands to global subscribers and based on 150 mailbox providers from North America, South America, Europe and the Asia Pacific regions.