A recent report from Return Path suggests that global deliverability figures for opt-in email messages are in decline. The news that more than 20% of email marketing messages might not be reaching their intended destinations will no doubt be of major concern to email marketers everywhere.
Much of the decline comes from emails sent to Asian-Pacific countries and to Brazil, where a terrifying 41% of emails don’t land in the inbox.
But it’s not all bad news.
Thankfully, the news in the English-speaking world (where the majority of our customers are based) is much more positive. Deliverability in North America is actually on the increase, with only 14% of emails blocked. Canada fared slightly better with 10%, and Australia topped the list with 4% of emails failing to be delivered. The UK, however, saw a decline to achieve an average deliverability rate of 84%.
Return Path’s report also links poor deliverability to specific industries. While retailers are enjoying a global inbox deliverability rate of 93% and publishers exceed 97% (suggesting a strong demand from consumers), social networking companies languish at 75%.
Deliverability is, of course, a highly complex problem with many moving parts between the sender, the Email Marketing Service Providers (ESPs) and the Internet Service Providers (ISPs), which is perhaps one of the main reasons organizations choose to employ the services of email marketing experts like iContact who have a whole team of specialists dedicated to the issue. We dedicate significant resources to deliverability because we know that every email that doesn’t arrive at its intended location is a lost opportunity for our clients.
But opportunities are not only lost when emails fail to arrive. It is vital that email marketers follow current best practices (as published on this blog and in the resources section of the iContact site) to ensure their campaigns receive maximum engagement.
Learn how your email marketing service provider’s deliverability team can help you reach the inbox, every time.
This post first appeared on the iContact Email Marketing Blog.