New York—Business e-mailers face a continuing deliverability problem, with only 81% of all permission-based messages making it to recipients' inboxes, according to a new report from deliverability and reputation monitoring company Return Path.
According to the company's “Global Email Deliverability Benchmark Report,”
one out of every five emails is not delivered to the intended recipient, with 7% landing either in a spam or junk folder and 12% untraceable and missing. The report attributed marketer resistance to best practices, as well as a belief in the “bounce rate myth,” that whatever doesn't bounce must be reaching the inbox.
The report reviewed data from 149 Internet service providers globally from January through June, tracking the delivery performance of more than 600,000 email marketing campaigns.