North America has Highest Email Reputation: Return Path

6/19/12

By Ken Magill

North American marketers have the highest average email reputation in the world, according to a just-released study by email security and deliverability firm Return Path.

According to the company’s 2012 Sender Score Benchmark Report, North America scored 67. By comparison, the second highest sender score was achieved by Australia at 55.79.

Sender scoring is how Return Path rates marketers’ email reputations in comparison to other senders. According to Return Path a sender score is like a credit score. It is a number from 1 to 100 with 100 being the best.

Canada achieved the highest average sender score at 70.22, according to Return Path. The United States’ average sender score is 66.93.

The lowest average sender score comes out of Brazil at 15.88, according to Return Path.

“North american Sender Scores are significantly higher than scores in other regions,” said the report. “Many regions (including China, Brazil, Spain, Italy, and even France) deliver spam almost exclusively.”

In Europe, Italy has the lowest sender score at 22.42 and the United Kingdom has the highest at 50.75, according to Return Path.

China has a sender score of 35.56, according to Return Path.

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