A new report from Return Path has been released, and sheds important information about the deliverability of email marketing messages. While there has been a lot of changes to the email marketing industry over the past year, with Google implementing inbox tabs and more, the report finds that the deliverability rate has stayed largely level.
On a global average, about 6% of all legit ‘opt-in’ messages are going to the spam box. Another 11% of these messages are being manually blocked by the recipient. This leaves about 83% of messages still being delivered to the people who opted into your list. This report covers data from the previous 12 months.
While marketers would always rather have this number go up, it really isn’t too bad. Savvy marketers can increase this percentage by pruning their lists of people who don’t ever open the messages (spam and blocked recipients would fall in this category).
Some interesting information, however, comes out when you start to look at more detailed information about the inbox placement for different countries. Surprisingly, there is some dramatic swings based on where in the world you are marketing to.
For example, top delivery rates go to Australia and Germany, which both deliver 89% of emails. The US and UK fall slightly behind that with 87% of messages making it to an inbox. On the opposite end of the spectrum you have Brazil, where only 60% of marketing messages are delivered.
There is no clear reason why such a high percentage of Brazilian emails are blocked or sent to the spam folder.
You can read more from this report HERE.
