[October 13, 2015] |
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Email Marketing Inbox Placement Dips Below 80% Globally
Only 79% of permissioned email marketing messages reached consumers'
inboxes, according to a recent study conducted by global data solutions
provider Return Path. The rest were delivered to spam folders or weren't
delivered at all. This represents a decline over 2014 when 83% of
commercial email reached the inbox worldwide.
Email marketers in the US fared even worse than the global average,
reaching their subscribers' inboxes only 76% of the time. Only one
country included in the study, Brazil, represented a more difficult
email marketing challenge, with 74% of messages reaching Brazilian
consumers inboxes. Globally a number of highly email-dependent
industries bucked the poor inbox placement trend this year: messages
from brands in the apparel (92%), food and beverage (93%), hospitality
(87%), and travel (85%) sectors reached consumers more reliably than
others. Meanwhile messages from media and entertainment (73%) and
telecommunications (74%) senders were less likely to reach their targets.
"The inbox is becoming harder to reach partly because mailbox providers
are applying increasingly sophisticated algorithms to understand what
content their users truly value," said Return Path President George
Bilbrey. "As signals from individual subscribers play a bigger role in
determining whose messages they see in their inboxes, email marketers
that maintain their ability to consistently reach audiences will be
distinguished by two critical, data-driven skills. The winners will
analyze subscriber engagement to develop email programs that consumers
genuinely care about, and they will rely on reputation and
deliverability data to see their email performance as mailbox providers
see it, and take fast action to correct downward trends."
Return Path's 2015 Deliverability Benchmark Report, including
inbox placement statistics by country and by industry, can be downloaded
in full at http://returnpath.com/wp-content/uploads/2015/10/2015-Deliverability-Benchmark-Report.pdf.
Methodology
This year's representative sample of 357 million email marketing
messages tracked for the Return Path study were sent by recognized
brands to subscribers that gave consent to receive commercial email.
Inbox placement statistics are based on performance across more than 150
mailbox providers in North America, South America, Europe, and
Asia-Pacific regions.
About Return Path
Return Path analyzes the world's largest collection of email data to
show businesses how to stay connected to their audiences, strengthen
their customer engagement, and protect their brands from fraud. Our data
solutions help analysts understand consumer behavior and market trends.
We help mailbox providers and security providers around the world
deliver great user experiences and build trust in email by ensuring that
wanted messages reach the inbox while spam and abuse don't. Find out
more about Return Path Email Optimization, Email Fraud Protection, and
Consumer Insight solutions at returnpath.com.
View source version on businesswire.com: http://www.businesswire.com/news/home/20151013005418/en/
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