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20% Of Emails Not Delivered

Posted on 8.04.2016

New research from Return Path reveals that just 79 percent of legitimate commercial emails worldwide reach their intended target with the remaining ending up in spam folders or blocked entirely. 

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Email marketers in the US experienced below-average inbox placement, with just 73 percent of messages reaching subscribers – six percentage points below the global average. US inbox placement was relatively strong in Q2 and Q3 2015 (78 percent and 80 percent respectively), but dropped below 70 percent in the first half of 2016.

“Reaching the inbox is critical in today’s competitive marketplace. If your emails aren’t seen, you’re missing out on an opportunity to build relationships and generate ROI,” said Return Path President George Bilbrey. “But hitting the inbox is harder than ever. Email filtering is constantly evolving, as mailbox providers apply increasingly sophisticated algorithms to combat spam and deliver the content their users truly value.”

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