Inbox placement rates have improved in the US over the past year or so, but 23% of emails from US senders still fail to reach the inbox. That’s according to Return Path’s latest annual Deliverability Benchmark Report, which looks at deliverability across countries and industries.
During the 12-month period spanning from Q3 2016 through Q2 2017, Return Path found that US senders experienced an average inbox placement rate of 77%. That’s up from 73% in the prior analysis, which covered the preceding 5-quarter period.
Some 8% of emails landed in the spam folder, while 16% were classified as “missing” in that they never made their way past the initial gateway. Although it’s possible that some emails that land in spam folders are read by their intended recipients, previous research from Return Path indicates that only about 1% of emails are marked as not spam. Read the rest at MarketingCharts.com.