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BtoB

Many email messages fail to reach inboxes

Published on .

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New York—Twenty-two percent of marketing emails worldwide sent to subscribers who have opted in never reach their inboxes, according to a new study by email deliverability company Return Path. According to the company's “Inbox Placement Rate Benchmark Report,” 18% of email messages were either blocked or went missing, and another 4% were delivered to subscribers' spam or junk folders. Results in the U.S. were slightly better, with 14% of messages not making their way into recipients' inboxes. Return Path's study was based on a global analysis of almost 1 trillion email messages sent worldwide during the first six months of this year.
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