Email Deliverability Rate Drops to 79%. How Do Different Industries Fare?

October 16, 2015

ReturnPath-Global-Inbox-Placement-Rate-by-Industry-Oct2015Source: Return Path [download page]

    Notes: Some 21% of permissioned emails from legitimate senders around the world failed to reach the inbox during the year-long period from May 2014 to April 2015, up from 17% during the previous year-long period, according to Return Path’s latest study on this topic. The average inbox placement rate in the US saw a sharp decline from 87% to 76%, meaning that almost 1 in every 4 commercial emails in the US fails to reach the inbox.

    In analyzing the performance of various industries, the report notes that the health and beauty sector has the highest inbox placement rate (96%), while technology has by far the lowest, plummeting from 70% last year to just 45% this year. The software and internet sector saw a large gain of 25 percentage points, but that was from last year’s low of 43%, bringing it up to a still-below-average 68% inbox placement rate.

      Related: [Debrief] Why Consumers Open Brand Emails

        About the Data: Return Path describes its methodology in part as follows:

        “Return Path conducted this study using a representative sample of more than 357 million commercial email messages sent with permission to consumers around the world between May 2014 and April 2015. Global and regional statistics are based on performance across more than 150 mailbox providers in North America, South America, Europe, and Asia-Pacific regions. Country- and industry-specific statistics are based on a subset of senders whose locations and industry classifications are identifiable.

        Data in this study includes both seed accounts and live consumer inboxes. While the addition of behavioral data from real subscribers has added a critical dimension to inbox placement analysis, scalability and nonstandardized preferences make it impossible to derive accurate results from consumer data alone.”

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