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Brands Are Losing the Opportunity to Connect with Customers

Return Path recently released its 2018 Sender Score Benchmark Report and the research, once again, shows a strong correlation between sender reputation and email deliverability.

While overall reputation scores are actually down slightly from 2017, the Return Path report indicated that highly reputable email marketers are far more likely to reach their intended audience than peers with lower reputation scores.

The research shows, in fact, that senders scoring 91-100 (the best possible reputation score) had 91 percent of their messages delivered. This figure drops to 68 percent for senders scoring in the next group (81-90), and 42 percent for senders scoring 71-80.

This deliverability gap has actually increased since last year’s report. In 2017, delivered rates for the top three reputation ranges were 92 percent, 72 percent, and 45 percent, respectively.

“Marketers around the world rely on email—and with an average of 38 dollars in revenue for every dollar spent, it’s no surprise. But when email fails to reach the inbox, brands lose the opportunity to connect with customers and ultimately make a sale,” said Tom Sather, senior director of research at Return Path. “Year after year, our research shows a clear link between reputation and deliverability—so it’s absolutely critical to monitor your sender reputation and maintain it at the highest possible level.”

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