Almost 20% of Commercial, Permissioned Emails
Never Reached U.S. & Canadian Consumer
Inboxes in the Second Half of 2009, According to
New Return Path Email Deliverability Benchmark
Inbox Placement Rates Higher in Europe with 15% of Permissioned Emails Failing To Reach Consumer
BellSouth Tops the List As One Of The Toughest U.S. Consumer Inboxes To Reach For Commercial
Email Senders followed closely by Gmail, MSN, Hotmail and Yahoo!
February 03, 2010 11:59 AM Eastern Time
NEW YORK--(EON: Enhanced Online News)--As commercial email senders increasingly turn to email marketing
to help drive sales and attract new customers, problems remain in ensuring that requested emails successfully reach
consumer inboxes. In the second half of 2009, 19.9% of commercial, permissioned emails never reached consumers
inboxes in the United States and Canada, a slight improvement from January – June 2009 when 20.7% of
commercial, permissioned emails failed to reach consumers inboxes, according to the new Return Path Email
Deliverability Benchmark Report. European inbox placement rates fared slightly better with 15% of requested,
permissioned emails never reaching consumer inboxes.
Permissioned email reached only 80.1% of consumer inboxes in the United States and Canada during the second
half of 2009 (July through December), a .8% increase from the 79.3% inbox placement rate recorded in the first half
of 2009. In the United States and Canada, 3.5% of those emails were delivered to a “junk” or “bulk” email folder
and 16.3% were missing or not delivered at all – with no hard bounce message or other notification of non-delivery.
In Europe, 85.5% of emails reached consumers inboxes, 3.6% of emails were delivered to a “junk” or “bulk” folder,
and 11% of emails were missing or not delivered at all. In the Asia Pacific region, inbox placement of permissioned
emails was higher in the second half of 2009 with 86.9% of emails reaching the inbox. 10.7% of emails were missing
or not delivered and 2.5% o