The next most cited factors are relevance of email to recipients (45%), reputation of sender (44%), and use of confirmed opt-in data (30%).

Which of the following have the biggest impact on improving the likelihood of emails reaching the inbox (i.e. deliverability)?

Looking at the responsibility for deliverability, some 84% of company respondents believe that it falls on the shoulders of the marketing team while just 28% believe it’s the responsibility of the email service provider.

In contrast, agency respondents were more likely to place responsibility with the ESP (40%) or with themselves (36%).

Whose responsibility is email deliverability?

Deliverability by industry

Return Path’s report also looks at deliverability by industry. Retailers proved to be one of the best performing sectors with an inbox placement rate of 92%, up 5% on last year’s total.

Only utilities (95%), consumer products (93%) and publishers (97%) performed better in the first half of 2013.

The report suggests that the high deliverability rate achieved by retailers reflects a consumer demand for opt-in email offers. For more information on this topic, check out our recent blog posts on how the email sign up process differs between major retailers and how different brands design their welcome emails.