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Email Delivery is Getting Harder

Inbox Email Delivery Rates are Dropping

Many people find that Email is a very good marketing method, with a strong return on their spend. However the game is slowly but steadily changing.  New research shows that Email delivery rates are generally falling and there are a number of causes

These include the content, subject line wording, complaints, list quality and elements related to the sender and your email setup. All this will be used to block out spam.

The 2016 Deliverability Benchmark Report by Return Path reveals some great information on email delivery. It shows the percentage of your emails being successfully delivered to the inbox is declining.

They analysed a large number of email providers and found that worldwide delivery rates in the second quarter fell from 81% to 79% year on year. This may not sound like much, but it does represent a few percent of your potential business. And the overal trend is downwards.

There are also variations by country, with US senders seeing particularly low delivery rates at 73% compared with the UK’s 88%. The US delivery rate has fallen from around 80% last year to around 70% this year. That is an alarming rate.

Engagement Measurements Are Now a Factor

Webmail providers are starting to factor in user engagement to detect spam. GMail and Microsoft are two webmail providers who are using engagement to work out your emails quality and your reputation. This would include open rate and clicks, so your delivery is being restricted.

They are getting tougher with the other signals from your emails and list quality to more and more screen out emails.


Your reputation is given to you as the email sender and can severely affect your delivery. Abuse or spam complaints are amongst the factors affecting your reputation. Another is your list quality – do you have a lot of unknown or inactive users? So we have to build a good reputation to get into the inbox.

The Good News

Those of us that manage reputation and remove unknown users and bad email addresses will face less competition in the inbox.

Good management keeps you off blacklists. Sound email design and use of safe words and grammar definitely helps. Creating good quality emails and engaging offers, with a positive, upbeat tone will get you rewarded by webmail providers. This is good business sense anyway, but it now comes with an added boost for your campaigns.

At around 20% of emails not getting delivered, the total lost opportunity could be really quite significant to your business. Some of you will have much worse delivery rates. Your list management and effective email design are your tools to fight your way to the Inbox and get the most out of your list.

Here’s some more help from our archives;

Tips For Email Marketers

Email Gifs Boost Conversions

Emails The Best Time of Day to Send?

GMail Email Addresses Barred

When is it Too Many Emails?

Email Subject Lines Research

If you need any help with increasing your email marketing campaigns or on how to make more opportunities for your business, then please get in contact with us here at Network Intellect or phone +44 (0) 844 543 0980

This article was posted by Email Delivery is Getting Harder

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