US senders fared worse with one in four messages missing or marked as spam. Some industry sectors avoided the downward inbox placement trend, but for the most part email marketers still struggle to reach the inbox.
Australian marketers have historically fared better at reaching the inbox than most countries. This time around was no different, although inbox placement rates declined slightly between 2014 (89%) and 2015 (88%).
President of Return Path, George Bilbrey said, “The inbox is becoming harder to reach partly because mailbox providers are applying increasingly sophisticated algorithms to understand what content their users truly value. As signals from individual subscribers play a bigger role in determining whose messages they see in their inboxes, email marketers that maintain their ability to consistently reach audiences will be distinguished by two critical, data-driven skills. The winners will analyse subscriber engagement to develop email programs that consumers genuinely care about, and they will rely on reputation and deliverability data to see their email performance as mailbox providers see it, and take fast action to correct downward trends.”
Return Path analyses the world’s largest collection of email data to show businesses how to stay connected to their audiences, strengthen their customer engagement, and protect their brands from fraud.
This year’s representative sample of 357 million email marketing messages tracked for the Return Path study were sent by recognised brands to subscribers that gave consent to receive commercial email. Inbox placement statistics are based on performance across more than 150 mailbox providers in North America, South America, Europe, and Asia-Pacific regions.
You can download the report that covers:
- Global inbox placement trends
- Deliverability statistics for individual countries
- Industry-specific inbox placement rates, plus year-over-year changes
- Key “best practices” in deliverability that marketers may be missing out on