Email delivery concerns highlighted

Email deliverability is posing a problem for companies, according to new research.
A study conducted in the US and Canada by Return Path highlighted that 79.3 per cent of permission-based emails are reaching the necessary inboxes, meaning a significant proportion are going to the wrong place.

Of these emails, 3.3 per cent were sent to junk mail boxes while the rest simply went missing.

"Many marketers aren´t even aware that one-fifth of their emails are never reaching the inbox," said George Bilbrey, president and co-founder of Return Path.

"In many cases, marketers are seeing ´delivered´ metrics that repeatedly show a 95 per cent to 98 per cent delivery rate."

He added that marketers should not take it for granted that if an email does not bounce it has been received.

Earlier this month, research by MailerMailer highlighted that 12.5 per cent of email marketing messages were opened in the second half of 2008, a drop from 13.2 per cent in the first six months of the year.

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