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22% of permissioned email never reaches the inbox
How many of your email messages actually reach your audience? According to new research released today by email intelligence firm Return Path, billions of permissioned email messages, those that consumers have opted-in to receive, never make it to the inbox..
When Return Path analyzed nearly 1 trillion marketing messages sent with subscribers' permission, they found that Inbox Placement Rates (IPR) had declined globally by 4% since 2012. The situation was worse in the Asia-Pacific region, where IPRs have dropped 22% to 64% since 2012.
The number of emails globally that were blocked, or that went missing, numbered in the billions (22%), and another 4% ended up in subscribers' spam or junk folders.
According to Return Path's 'Email Intelligence Report Placement Benchmarks 1H 2013', U.S. email senders slightly improved their IPRs to 86%. However, while this figure ranks among the best in the world, "marketers' inability to place 14% of their marketing email in subscribers' inboxes represents billions of lost messages and opportunities to build relationships or drive revenue".
Elsewhere in the world, 20% of email marketing messages failed to make it into inboxes in Europe and, in South America, 40% of emails sent by Brazilian marketers were blocked or sent to spam folders.
"There are so many factors that determine whether messages reach the inbox, it's impossible to point to reason or even a group of reasons for the global decline, but engaging subscribers is clearly becoming a far more important component of inbox placement," said George Bilbrey, Return Path co-founder and president. "Senders that consistently reach the inbox tend to have higher read rates and more active subscribers. Senders whose mail is ignored - deleted without being read - are often the ones who struggle to get their messages delivered."
Spam - Rescue Me
Last month, Return Path's focus was on emails that subscribers rescue from spam folders, known as the This Is Not Spam (TINS) rate. They found that, within a sample of more than one billion messages received during the first quarter of 2013, fewer than two per thousand (0.17%) were rescued from the spam folder. However, senders whose messages usually reach the inbox 97% of the time, or more, had TINS rates triple that of all other senders (0.44%).
"Senders with high TINS rates share common traits that extend beyond email marketing best practices. They use data-driven intelligence to connect with consumers and study their behavior and make decisions that increase loyalty across all channels," said Bilbrey. "Deeper examinations of metrics like TINS offer great examples of how brands can use data to develop more value from email."
Image via Shutterstock
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