subscriber engagement

New Study Reveals that Email Deliverability Is Still A Problem

Best Practices, Product
Return Path Global Email Deliverability Benchmark Report

Return Path’s most recent Global Email Deliverability Benchmark Report reveals a “historic decline” in inbox delivery rates for the second half of 2011. Traditionally 20% of emails failed to reach in the inbox, but this new data shows that an average of 23.5% of email is getting marked as spam or going missing.

When looking at delivery rates by region, there are some significant differences. Globally, EMEA experienced the highest delivery rates at 85%, followed by North America at 79%, CALA at 72% and APAC at 67%. CALA led the category in the highest percentage of emails categorized as spam at 10%. However, 28% of APAC email goes missing.

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Why Response Metrics Matter

Best Practices, Product, Technical

While we often focus on delivered rates when talking about email deliverability, response metrics will soon be equally important in determining whether or not your email arrives. ISPs are increasingly looking at subscriber engagement levels to determine the validity of your email messages.  While not all ISPs are using engagement data and those that are all have different criteria, the fact is that opens, clicks and other engagement metrics are now playing a role in delivery decisions.

ISPs are expanding their measurement criteria because they want to confirm that your subscribers are real and active. If a subscriber logins and interacts with messages in their inbox, they are considered active users. The opposite behavior might mean that there are large numbers of inactive subscribers and therefore, standard reputation metrics may not be the best indicator of message value. Data on opens and clicks provide a more complete picture of the sender and it’s subscriber relationships.  So if you’ve been laser-focused on deliverability numbers, now is the time to expand your view. Read More ›