Email deliverability is on the decline: report
Return Path’s 2016 Deliverability Benchmark Report, which is based on seed addresses at over 140 global and regional email providers, found that globally, one in five emails never makes it to its intended recipient, and that “deliverability…experienced a slight but steady decline quarter over quarter.”
In the second quarter, the average inbox placement rate was 79% in the second quarter, down from 81% in the same quarter a year ago and 82% in the third quarter of 2015.
Deliverability declines were most pronounced in the United States, where the inbox placement rate Return Path observed dropped to 69% in the second quarter, down from 80% in the third quarter of last year.
Over the past year, the average inbox placement rate for the US stands at 73%, which lags Australia (90%), Canada (89%), Britain (88%), France (84%), Germany (80%) and Brazil (79%).
The difficulties faced by email marketers in the US could be due in part to the competitive nature of the American market, but that’s little consolation for them given the high costs of lower-than-desirable deliverability.
As Return Path points out, “With deliverability declining, marketers are missing out on building valuable relationships and achieving the highest possible ROI.”
So what can email marketers do? Return Path suggests that email marketers: