Are your Mails reaching Inboxes?

Opt-in email marketing is surely the right choice but, shockingly, according to a study by Return Path, nearly a quarter (22%) of opt-in marketing emails never made it to inboxes in the first half of 2013.

Now this is a big let down to marketers who choose opt-in subscribers’ list to ensure that their mails have high open rates. How will the mails get opened when they are not delivered in the first place?

Email Intelligence Report: Placement Benchmarks 2013 from Return Path shows that this longstanding problem for senders around the world—especially in the social media sector—isn’t getting any better, although marketers in some regions and industries appear to be making real progress towards solving their deliverability challenges.

The Inbox Placement Rate (IPR) has declined by 4% worldwide. US and Europe fared well in this with above 80% IPR, however Asia-Pacific region and Brazil have declining IPR. Industry-wise, retail  and non profit organizations showed remarkable IPR gains. Social networks declined to 75% IPR. 

Based on a sample of nearly 1 trillion messages sent worldwide through more than 150 mailbox providers during the first six months of 2013, the report found that 18% of all email messages sent with subscribers' permission either were blocked or went missing, and another 4% were delivered to spam or junk folders.

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