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<p>Of the 20.7% of emails that didn't make it to inboxes, 3.3% ended up in junk folders, while the remaining 17.4% went missing altogether. Delivery rates for B2B emails were even worse; just 72.4% of marketing emails reaching their intended recipients. </p>
<p>The figures differ greatly from UK <a href="http://www.dma.org.uk/_attachments/resources/4860_S4.pdf">stats</a>(pdf) from the DMA for 2008, which put average delivery rates for retention and acquisition emails at 95% and 89% respectively.</p>
<p>This indicate that email marketers are doing better then their North American counterparts, but it <strong>could also indicate differences in how delivery rates are calculated</strong>. </p>
<p>According to Return Path, it bases its percentages on the number of emails that actually reach inboxes, rather than just measuring bounce rates, but the DMA methodology in unclear. </p>
<p>According to Econsultancy's <a href="http://econsultancy.com/reports/email-census">Email Marketing Census 2009</a>, deliverability is a key concern. According to companies that actually know the figures (which was less then 20%), an average of 10% of emails are lost due to non-delivery, though agencies put this figure at 14%. </p>
<p>One issue we found in the census was that very few organisations (just 15%) surveyed thought that deliverability was a top-three area of priority, probably due to a lack of awareness of how much of their email budgets are being lost as a result. </p>
<p>As Henry-Hyder Smith of Adestra has <a href="http://econsultancy.com/blog/249-high-deliverability-worth-investing-in">previously pointed out on this blog</a>, a small improvement in delivery rates can have a significant impact on sales, and investment in solving the problem is worthwhile. </p>
<p>Of the 20.7% of emails that didn't make it to inboxes, 3.3% ended up in junk folders, while the remaining 17.4% went missing altogether. Delivery rates for B2B emails were even worse; just 72.4% of marketing emails reaching their intended recipients. </p>
<p>The figures differ greatly from UK <a href="http://www.dma.org.uk/_attachments/resources/4860_S4.pdf">stats</a>(pdf) from the DMA for 2008, which put average delivery rates for retention and acquisition emails at 95% and 89% respectively.</p>
<p>This indicate that email marketers are doing better then their North American counterparts, but it <strong>could also indicate differences in how delivery rates are calculated</strong>. </p>
<p>According to Return Path, it bases its percentages on the number of emails that actually reach inboxes, rather than just measuring bounce rates, but the DMA methodology in unclear. </p>
<p>According to Econsultancy's <a href="http://econsultancy.com/reports/email-census">Email Marketing Census 2009</a>, deliverability is a key concern. According to companies that actually know the figures (which was less then 20%), an average of 10% of emails are lost due to non-delivery, though agencies put this figure at 14%. </p>
<p>One issue we found in the census was that very few organisations (just 15%) surveyed thought that deliverability was a top-three area of priority, probably due to a lack of awareness of how much of their email budgets are being lost as a result. </p>
<p>As Henry-Hyder Smith of Adestra has <a href="http://econsultancy.com/blog/249-high-deliverability-worth-investing-in">previously pointed out on this blog</a>, a small improvement in delivery rates can have a significant impact on sales, and investment in solving the problem is worthwhile. </p>
2009-07-22T10:21:42+01:00
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<p><strong>Email deliverability is still an issue for companies, with an average of just 79.3% of permission-based commercial emails reaching inboxes in Canada and the US. </strong></p>
<p>This statistic comes from a Return Path Deliverability <a href="http://www.returnpath.net/blog/2009/07/2009-deliverability-benchmark.php">benchmark report</a>, and suggests that a significant proportion of marketing budgets are being wasted.</p>
<p><strong>Email deliverability is still an issue for companies, with an average of just 79.3% of permission-based commercial emails reaching inboxes in Canada and the US. </strong></p>
<p>This statistic comes from a Return Path Deliverability <a href="http://www.returnpath.net/blog/2009/07/2009-deliverability-benchmark.php">benchmark report</a>, and suggests that a significant proportion of marketing budgets are being wasted.</p>
false
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<p>For further information about email marketing, download Econsultancy's <strong><a href="http://econsultancy.com/reports/email-census">Email Census</a></strong> (based on a survey of digital marketers) and the <strong><a href="http://econsultancy.com/reports/email-marketing-buyers-guide">Email Marketing Platforms Buyer's Guide</a></strong> (particularly relevant for the UK market). See also the <strong><a href="http://econsultancy.com/reports/email-marketing-statistics">Email Statistics Compendium</a></strong>.</p>
<p>For further information about email marketing, download Econsultancy's <strong><a href="http://econsultancy.com/reports/email-census">Email Census</a></strong> (based on a survey of digital marketers) and the <strong><a href="http://econsultancy.com/reports/email-marketing-buyers-guide">Email Marketing Platforms Buyer's Guide</a></strong> (particularly relevant for the UK market). See also the <strong><a href="http://econsultancy.com/reports/email-marketing-statistics">Email Statistics Compendium</a></strong>.</p>
20% of marketing emails missing inboxes: survey
false
2009-07-22T10:22:35+01:00
20-of-marketing-emails-missing-inboxes-survey
2009-10-13T10:25:51+01:00
2136