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BizReport : Email Marketing : March 22, 2012

Historic decline in global email inbox placement rate

Getting emails into inboxes is harder than ever before thanks to ISPs raising the bar on reputation metrics, according to new research by Return Path, who say this is the first time they have seen such a major decline in deliverability.

by Helen Leggatt

returnpath.jpgGlobal email delivery to inboxes declined in the second half of 2011, falling to a record low 76.5%, according to Return Path. That's down almost six percentage points from the first six months of last year. Inbox placement rates were up around 81% in the first half of 2011.

The company's latest "Global Email Deliverability Benchmark Report" says the decline is the result of more stringent filtering and blocking by ISPs along with the deterioration of some marketers' sender reputations and crowded inboxes. Recipients overwhelmed with email are "using the "report junk" button to unsubscribe from excess emails to cope with the avalanche".

"The findings from our benchmark report show the effects of a perfect storm," said Matt Blumberg, CEO of Return Path. "Clients are having difficulty in getting their emails delivered, ISPs are tightening requirements on reputation metrics and the number of companies using email to market continues to increase - we see both higher overall email volume and an influx of relatively unsophisticated senders - resulting in decreased inbox placement rates."

Tags: email deliverability, email marketing, inbox placement, ISP, junk mail, reputation metrics

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