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BizReport : Email Marketing : September 18, 2014

Permission-based email marketers still finding inbox placement hard work

A new study shows that 1 in 6 emails worldwide never reach their destination with most disappearing completely and the rest ending up in junk or spam folders.

by Helen Leggatt

Return Path's study found that, around the world, emails are going missing at alarming rates. Their analysis of 500 million emails from permissioned marketers found that 11% went missing and 6% ended up in subscribers' junk or spam folders.

"The same challenges that kept reputable senders from consistently reaching subscribers a few years ago are still there," said George Bilbrey, Return Path co-founder and president, "joined recently by new complications as mailbox providers push to keep unwanted mail out of the inbox."

Inbox Placement Rates (IPR) varied by country to a significant degree. Overall, marketers in Europe had to contend with missing emails more than any other region but saw less email ending up in junk and spam folders than marketers in North America. No country was able to claim an IPR of more than 90%, although the UK and US came close reaching inboxes 87% of the time.

In Australia and Germany, 1 in 8 email messages failed to make it into the inbox while in Brazil messages reached the inbox just 60% of the time.

Despite marketers' initial reservations about Gmail's tabbed format, results are encouraging.

"Senders had the easiest time hitting their marks when their target was a Gmail inbox - but only when their messages were routed to the Promotions tab," according to the report. "Gmail users consistently received more than 90% of legitimate commercial messages sent to them; moreover they tended to read those messages: Read rates for messages in the Promotions tab approached 20% in 2014, which is among the highest for any large mailbox provider."

Image via Shutterstock

Tags: email marketing, inbox placement, permission-based email, report

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