When it comes to email deliverability rates, UK marketers lag
behind their French and German counterparts. According to
research by email monitoring firm Return Path, the percentage of
UK marketing emails that go straight to consumers’ inboxes has
fallen 3.5 percent since December 2009.
The latest Return Path study measured how many emails make it
into the inboxes of consumers with the largest ISPs worldwide
between January and June 2011. It found that in the UK, one in
every 13 legitimate and requested promotional email messages (7.8
percent) now goes missing completely. At least that’s a slight
improvement on the same period last year, when one in 14 emails
got lost in the ether.
Now compare that with France. In the period January to June 2010,
15.9 percent of emails sent to French subscribers went missing.
This year, the figure dropped to 5.8 percent. In Germany, 3.7
percent of emails failed to reach either inboxes or spam folders
in 2010, dropping to just 2.8 percent, or one in 37 emails this
year.
Globally, 81 percent of permissioned email makes it to the inbox.
In other words, one out of every five emails is not delivered to
the intended recipient, with 7 percent landing either in a spam
or junk folder and 12 percent simply going missing.
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