Australian Emailers Achieve Top Deliverability: Return Path
By Ken Magill
With just 4 percent of their messages going into recipients’ spam folders or going missing, Australian email marketers have the best inbox-placement rates in the world, according to a study released today by Return Path.
On average, 96 percent of Australian permission-based email gets delivered into recipients’ inboxes, according to the email intelligence firm’s study of nearly 1 trillion messages sent in the first half of 2013.
Canadian emailers achieved the second-best inbox placement rate in the world with 90 percent of their messages going into recipients’ inboxes, according to Return Path.
American commercial emailers came in third with 86 percent of their messages on average hitting recipients’ inboxes, according to Return Path.
As for other regions, Latin and South American emailers achieved on average a 71 percent inbox-placement rate overall while Brazilian email marketers achieved just a 59 percent inbox placement rate, according to the study.
Emailers in the Asia-Pacific region achieved a 64 percent inbox-placement rate, according to the study.
As for the types of email reaching people’s inboxes, the retailer sector overall is apparently leading by example.
“Retailers emerged as one of the best performing segments, although there were remarkably wide disparities between senders in this category,” said the study. “Retail senders’ IPR [inbox-placement rates] climbed 5 percent [from the second half of 2012] to 92 percent, besting even the financial services industry’s historically high threshold. … Only utilities, consumer products, and publishers performed better in the first half of 2013.”
The industrial-manufacturing sector saw the lowest inbox-placement rate in the first half of 2013 at 65 percent, according to Return Path.
Not surprisingly, social networking also did comparatively poorly with a 75 percent inbox-placement rate, according to the study.
The publishing sector achieved the highest inbox-placement rate at 97 percent, according to the study.
In other findings, Gmail was the toughest on email marketers deliverability-wise in the first half of 2013, according to Return Path.
For example, while American emailers saw 93 percent of their messages get delivered into AOL inboxes, they saw 86 percent of their messages get delivered in Gmail inboxes.
More starkly, while German emailers achieved 84 percent inbox placement in AOL, they achieved just 38 percent inbox placement in Gmail.
And while American, European and Australian email marketers achieved an average 91 percent overall inbox-placement rate at AOL, they achieved an average 88 percent placement rate at Yahoo! and an average 84 percent inbox-placement rate at Gmail, according to the study.
Access the complete study here.