Increases in worldwide spam volumes have driven ISPs (Internet service providers) to impose tougher filtering standards on email deliverability, making it harder for email marketers to maintain high sender reputations and deliverability levels, according to a study by Return Path.
A brand's sender reputation affects its ability to communicate with customers via email.
Using the Return Path Sender Score metric, which measures the ability of a business to deliver email to its customers, the study found that businesses with high sender reputations, or Sender Scores above 90, generate delivery rates of 95% on average. By contrast, businesses with lower sender reputations, Sender Scores between 60 and 89, record delivery rates of 68% on average. Most legitimate businesses fall into the latter category, Return Path found.
Below, additional findings from Return Path's latest study, The 2012 Sender Reputation Benchmark Report.
Spam in Perspective
"Spam" refers to email messages that get routed to spam filters, or blocked before they ever reach recipients' accounts. Most are sent from "illegitimate" and "unknown" accounts as well as millions of computers infested with Trojans and running as "zombies."
Such emails should never have been sent; no ISP should accept them. However, they account for over 85% of all emails exchanged, according to Return Path.