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Recommended link: Return Path H1 2011 worldwide Email delivery review, Sept 2011
Although the delivery rate provided by email marketing tools is the percentage of emails that didn’t bounce.
According to Tim Watson If you are emailing at least weekly to each email address on your customer base and you have good list hygiene practices in place then your delivery rate should be over 98%, that is less than 2% of emails sent are bounced.
But, and it’s a big but, delivery rate isn’t the same as inbox delivery and this survey shows how real inbox delivery is much lower – around 81% on average – this is really “money you’re leaving on the table”, so it shows why email delivery is worth taking seriously.
The recent survey shows that just over 3/4 emails get through to the inbox with a fair proportion in the spam folder:
If we take a look at the picture in Europe, then the picture is better, with relatively few c6% are in the spam filters on average, but still less than 90% delivery overall:
Ask your email service provider what your real email inbox delivery rate is and how they will improve it. If you haven’t seen them, I recommend taking a look at Tim Watson’s in-depth posts that give a good introduction to managing inbox delivery.
By Dave Chaffey
Digital strategist Dr Dave Chaffey is co-founder and Content Director of online marketing training platform and publisher Smart Insights. 'Dr Dave' is known for his strategic, but practical, data-driven advice. He has trained and consulted with many business of all sizes in most sectors. These include large international B2B and B2C brands including 3M, BP, Barclaycard, Dell, Confused.com, HSBC, Mercedes-Benz, Microsoft, M&G Investment, Rentokil Initial, O2, Royal Canin (Mars Group) plus many smaller businesses. Dave is editor of the templates, guides and courses in our digital marketing resource library used by our Business members to plan, manage and optimize their marketing. Free members can access our free sample templates here. Dave is also keynote speaker, trainer and consultant who is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing. My personal site, DaveChaffey.com, lists my latest Digital marketing and E-commerce books and support materials including a digital marketing glossary. Please connect on LinkedIn to receive updates or ask me a question.
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