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BizReport : Email Marketing : August 04, 2016

Study: Branded emails aren't connecting

Despite the fact that email marketing has been around for more than two decades, brands are stilling finding it hard to connect - literally - with consumers. That's the takeaway from new ReturnPath data which found about one-fifth of emails aren't landing in customer inboxes.

by Kristina Knight

ReturnPath's 2016 Deliverability Benchmark Report found that only about three-quarters (79%) of global, commercial emails are reaching customers' email inboxes. In the US only 73% are reaching customers' inboxes.

"Reaching the inbox is critical in today's competitive marketplace. If your emails aren't seen, you're missing out on an opportunity to build relationships and generate ROI," said Return Path President George Bilbrey. "But hitting the inbox is harder than ever. Email filtering is constantly evolving, as mailbox providers apply increasingly sophisticated algorithms to combat spam and deliver the content their users truly value."

Other interesting findings from the report include:

• US inbox placement was below 70% during the first half of 2016
• Canadian emailers found 80% of their emails reaching inboxes
• Australia marketers average 90% inbox placement
• UK marketers average 88% inbox placement

Tags: email marketing, email tips, email trends, Return Path

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