Email deliverability rates drop, U.S. one of worst affected

Last year, 83% of permissioned email marketing messages reached recipients inboxes. The latest global figures from Return Path show this deliverability figure has dropped to 79%.

Why the drop? According to Return Path president George Bilbrey, "the inbox is becoming hard to reach partly because mailbox providers are applying increasingly sophisticated algorithms to understand what content their users truly value".

While the global deliverability rate is 79%, in the U.S. it is lower at 76%, a 10% decrease from last year. In fact, only one country fared worse, Brazil's deliverability rate is 74%. The UK saw a significant decline in deliverability, dropping 5%, although with an 82% success rate the country remained ahead of the global average and performed better than both France and Germany.

By industry, messages from brands in the food and beverage sector achieved the highest rate (93%) followed by apparel (92%) and hospitality (87%). At the other end of the scale are telecoms (74%) and media/entertainment (73%).

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Tags: deliverabililty, email, global, research