Global email marketing delivery rates have declined since last year, dropping from 83 percent in 2014 to 79 percent this year.
“This means for every five emails sent, one never reached the intended recipient,” claims Return Path. “Instead, it’s either sent to a spam folder or goes missing — most likely blocked by the mailbox provider.”
For every five emails sent, one never reaches the intended recipient.
According to the email deliverability study conducted by Return Path, delivery rates are even lower in the US, with email marketers reaching subscriber inboxes 76 percent of the time — more than a 10-percent drop from last year, when inbox placement for the US was at 87 percent.
Analyzing 357 million marketing emails sent by recognized brands to subscribers across the globe, Return Path said its findings are based on more than 150 mailbox providers from North America, South America, Europe and the Asia Pacific regions.
Email delivery rates for a number of industries performed better than the global average of 79 percent, with apparel, automotive, food and beverage, health and beauty and retail all generating more than 90 percent deliverability.
The technology industry was the lowest performer, achieving a lackluster 45 percent.
Email Deliverability Rates by Industry
The study also broke down deliverability rates by region to find that Brazil saw the most significant improvement, up 14 percent over last year, but still below the global average.
In Europe, the UK, Germany and Italy all saw higher deliverability rates when compared to the global average, while Spain and France fell below the global average.
Europe’s Email Deliverability Rates
“The inbox is becoming harder to reach partly because mailbox providers are applying increasingly sophisticated algorithms to understand what content their users truly value,” says Return Path President George Bilbrey.
The full report can be found here: Return Path Email Deliverability 2015 Benchmark Report.
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