In Europe, only 82.2 percent of permission-based marketing emails
are reaching recipients’ inboxes. This means European consumers
are not receiving more than one in six of the emails they have
requested from companies. This compares with one in seven emails
to European consumers, or 14.6 percent, not reaching inboxes six
months ago.
The study, by email deliverability firm Return Path, was
based on data collected on more than half a million email
campaigns between January and July 2010. It found that 17.8
percent of legitimate and requested promotional email messages
never made it into inboxes. Approximately 4 percent of emails go
straight to spam folders, but worryingly, 13.6 percent of emails
are going missing completely. These emails are being blocked by
the internet service providers (ISPs) before reaching their
subscribers. This is an increase on the 11.1 missing emails
recorded in the second half of 2009.
According to Return Path, it was particularly difficult to reach
French customers’ inboxes, with more than a sixth of emails sent
to French subscribers, or 15.9 percent, going missing. Of those,
7 percent reach the spam folder, while 8.9 percent are blocked at
ISP level.
In the UK, 13.5 percent of requested marketing emails failed to
reach recipients’ inboxes. One in 14 emails sent to UK
subscribers went missing completely and 6.1 percent went straight
to spam folders.
Despite having the highest inbox deliverability rates German ISPs
also marked the most emails as spam. Approximately 9 percent of
emails sent to German consumers were consigned to spam folders
and 3.7 percent failed to reach either inboxes or spam
folders.
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