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BizReport : Email Marketing : April 14, 2016

Study: Reputation key to engagement

The key to customer engagement may be making a switch to reputation. That's the takeaway from ReturnPath's new 2016 Sender Score Benchmark Report. Researchers tallied more than 4 trillion email messages through 2015, and their finding is that having a 'good' email reputation is no longer enough.

by Kristina Knight

Prior to 2016, many experts believes that email marketers with sender scores over the 70 mark were good enough. Good enough to land in recipients' email boxes and, therefore, to be opened and potentially clicked. That score, however, may no longer be enough. ReturnPath researchers found that one-quarter of emailers with sender scores between 71 and 80 had their messages landing in spam/junk folders. For those with sender scores between 81 and 90, 10% landed in junk/spam folders.

"We know that very little legitimate email comes from senders with a Sender Score below 71. But simply having a 'good' sender reputation is no longer enough--it has to be outstanding," said Scott Roth, General Manager, Email Optimization at Return Path. "Marketers need to know that when they send a message to customers, it's going to land in the inbox. Even the difference between 90 and 98 percent delivery is huge. This is precisely why monitoring your reputation and maintaining it at the highest level possible is critical to successful email marketing."

Other interesting findings from the ReturnPath study include:

• Businesses with sender scores of 99-100 had 2% of messages land in junk folders
• Businesses with sender scores of 91-100 have average complaint rates of 0.17%
• Sender scores of 71-80 saw complaint rates of 2.29%
• 52% of all messages tallied were from emailers with sender scores below 71

Tags: email content, email marketing, email tips, email trends, ReturnPath

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