Nearly a quarter (22%) of opt-in marketing emails never made it to inboxes in the first half of 2013, according to a recent study by Return Path.

Based on a sample of nearly 1 trillion messages sent worldwide, the report found that 18% of all email messages sent with subscribers' permission either were blocked or went missing, and another 4% were delivered to spam or junk folders.

Below, additional key findings from the Email Intelligence Report: Placement Benchmarks 2013.

Global Trends

  • Inbox Placement Rates (IPR)—the percentage of sent email delivered to addressees' inboxes—declined globally by 4% since 2012, according to the report. 
  • The Asia-Pacific region led the worldwide decline, slipping to an IPR of 64%. 
  • On the other hand, American senders slightly improved their IPR to 86%. 
  • European marketers had an IPR of 80%, lower than their North American counterparts, despite improvements in Germany and France. 
  • In South America, Brazilian marketers continued to struggle to reach subscribers, losing more than 40% of their email to blocking or spam folder delivery.

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image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji