©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
In a 2010 survey conducted by MarketingSherpa, 31 percent of email marketers cited “improving email deliverability” as a significant challenge to effective email marketing. Based on a white paper about deliverability that I’ve just reviewed, I’m surprised and dismayed that the figure isn’t higher.
On average, only 81 percent of legitimate email marketing messages make it to the inbox, according to Return Path’s Global Deliverability Benchmark Report for the first half of 2011. In North America, the figure is a bit higher at 86 percent (for a more detailed global breakdown, see the report).