Despite historic declines in commercial email deliverability rates during the second quarter of 2011, business email inbox placement rates (IPRs) surged 6 percentage points to 86% over the same period, from 80% six months earlier, according to a report by Return Path.
Below, additional findings from Return Path's Global Email Deliverability Benchmark report for the second half of 2011.
B2C Email Delivery Down
After holding steady for three years, worldwide commercial email IPRs declined sharply in the second half of 2011: 76.5% of all permission-based commercial emails were delivered straight to recipients' inboxes during the period, down 4.5 percentage points from the 81% six months earlier. The balance (23.5%) fell prey to spam or junk folders (8.4%) or simply went missing (blocked by ISP-level filtering) (15.1%).
There are three primary reasons for the decline, according to Return Path:
- ISPs are being much more stringent with filtering and blocking.
- Marketers' sender reputations are deteriorating.
- Consumers are suffering from email overload and taking actions that negatively impact sender's reputations.
Deliverability rates do vary by region, however.
Commercial Email Declines Sharpest in North America