Please accept all cookies to ensure proper website functionality. Set my cookie preferences

Some 24% of email messages sent by brands in the second quarter of 2016 never made it to subscribers' main inboxes, according to recent research from Return Path.

To determine its deliverability benchmarks, Return Path looked at 2Q15-2Q16 data from its Consumer Network, which tracks the behavior of certain consumers who use AOL, Gmail,, and Yahoo as their email service.

The researchers also examined data from test addresses that Return Path maintains with hundreds of mailbox providers around the world.

The inbox placement rate (e.g., the share of emails sent by brands that were successfully delivered to subscribers) was 76% globally in 2Q16, down from 81% in 2Q15; and some 18% of emails went missing and 7% ended up in spam folders (the total does not equal 100% because of rounding):

The inbox placement rate in the United States was lower than the global average in 2Q16, with only 69% of brand messages reaching consumers:

About the research: The report was based on 2Q15-2Q16 data from Return Path's Consumer Network as well as data from global test addresses.

Sign up for free to read the full article. Continue reading "2Q16 Email Deliverability Benchmarks" ... Read the full article

Subscribe's free!

MarketingProfs provides thousands of marketing resources, entirely free!

Simply subscribe to our newsletter and get instant access to how-to articles, guides, webinars and more for nada, nothing, zip, zilch, on the house...delivered right to your inbox! MarketingProfs is the largest marketing community in the world, and we are here to help you be a better marketer.

Already a member? Sign in now.

Sign in with your preferred account, below.


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