Close to one-third of US marketing emails fail to reach the inbox, according to an analysis released last year by Return Path. With deliverability having such an impact on email marketing success, Return Path has dug into its data and provided a host of new benchmarks across several metrics that can act as indicators for sender reputation.
Positive indicators include metrics such as read and forwarded messages, along with messages replied to and those marked as “not spam”. Such actions act as indicators of subscriber engagement, with these tracked by several mailbox providers. Negative indicators include messages marked as spam along with messages deleted before reading.
Below, some highlights across these indicators, based on Return Path’s analysis of global consumer data comprising more than 17,000 commercial senders, 2.5 million consumer panelists and more than 5 billion commercial email messages received throughout 2016. Read the rest at MarketingCharts.com.
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