20% Of Marketing Emails Never Reach Recipient

A new survey has found around one in every five commercial emails sent worldwide never reaches its intended target. The results appeared in the 2017 Deliverability Benchmark Report from Return Path. The survey found that whilst 80% find their way into the correct inbox, the rest are either diverted into spam folders or blocked entirely. This figure is consistent with data from the same survey conducted in 2015 and 2016. The president of Return Path, George Bilbrey, told marketers that “if your emails aren't reaching the inbox, you're missing out on an opportunity to build relationships and generate ROI”. The US had the lowest success with emails of all the nations analysed, with just 77% of emails reaching the intended recipient, whilst Canada saw the highest levels of success, at 90%.