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Some 20% of email messages sent by marketers never make it to their intended recipients' inboxes, according to recent research from Return Path.

The report was based on analysis of 2 billion promotional/marketing email messages sent to consumers around the world between July 2016 and June 2017.

The average global inbox placement rate (share of total emails delivered successfully) was 80% in the time period examined: 14% of messages went missing, and 6% ended up in spam folders.

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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