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One in seven marketing emails don’t reach the inbox
More than one in seven legitimate marketing emails sent in Europe are not being delivered to consumer inboxes, a new study has revealed. In the second half of 2009, 15% of European permission-based commercial emails either went straight to recipients’ spam folders or weren’t delivered at all.
The findings come from Return Path’s Email Deliverability Benchmark Report, which measured inbox placement rates across North America and Europe. Return Path collected data on the success of more than half a million email campaigns between July and December 2009 to gain a comprehensive picture of true delivery rates.
The most difficult ISPs for marketers were Demon, BT, AOL, Orange and Yahoo! A quarter (24.7%) of marketing emails sent to Demon mailboxes went undelivered, while of those sent to BT clients, more than 21% failed to reach the inbox.
Tags: Email Marketing Categories
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