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Report: E-mail deliverability improves, but still problematic

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New York—Permission-based commercial e-mail reached 80.1% of inboxes in the U.S. and Canada during the second half of 2009, a slight improvement on the 79.3% rate recorded in the first half of last year, according to a new study by e-mail solutions company Return Path. According to the "Global E-mail Deliverability Benchmark Report, 2H 2009," 3.5% of e-mails were delivered to a junk or bulk e-mail folder, and 16.3% were missing or not delivered at all, with no hard-bounce message or other notification of non-delivery. B-to-b e-mail marketing campaigns remain particularly affected by deliverability issues, due to corporate filtering technology. During the second half of 2009, 75.2% of e-mails successfully reached business inboxes, slightly better than the 72.4% deliverability rate in the first six months of last year. Return Path's methodology studied delivery, blocking and filtering rates from more than 600,000 e-mail campaigns that used the Mailbox Monitor seed list system. The company studied data from 131 Internet service providers in the U.S., Canada, Europe and the Asia-Pacific region.
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