Email delivery rates have been trending downward over the past three years, and as of the second half of 2018 had dropped to 87%. Consumer and corporate inbox providers have their hands full battling the deluge of illegitimate email that floods their servers on an ongoing basis.
However, the filters and algorithms that inbox providers leverage to protect recipients often result in false positives. Legitimate messages are often blocked or sent to the bulk folder.
It has never been more important for marketers to send relevant, engaging emails to ensuring positive email delivery.
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