About one in four e-mails sent in the U.S. do not reach intended recipients, reflecting a sharp decline in U.S. e-mail deliverability rates for 2015. The overall U.S. e-mail deliverability rate is just 76% for 2015, down from 87% in 2014, according to the latest global research by Return Path. Return Path's "2015 Deliverability Benchmark Report," which analyzed inbox placement statistics by country, industry and e-mail provider, did have some good news for consumer-facing industries; retail, health and beauty, food and beverage, automotive and apparel industries all showed e-mail deliverability rates of 90% or above globally. In reporting the study, MediaPosts's Email Marketing Daily noted that e-mail provider policies and new spam filtering systems could be one factor impeding e-mail marketers' deliverability ratings. For example, Yahoo! Mail inbox placement rates dropped 13%, although Outlook improved by 3% and Gmail stayed consistent (Gmail's new block button has sparked concerns for 2016 deliverability, however). Another factor could be the overwhelming volume of e-mails, according to the Return Path report, noting that e-mail traffic has grown by 16% since 2013. For more on deliverability by country and industry, read http://www.mediapost.com/publications/article/260317/email-deliverability-rates-drop-in-2015.html
David Kanter, President and CEO of AccuList, is a list brokerage and direct marketing expert. For more than 30 years, he has helped companies and nonprofit organizations achieve their marketing goals. With David's Direct Marketing Forum, he shares, and invites others to share, helpful direct-marketing industry news, trends, analyses, resources, and tips for success. Please read our Comment Policy.
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