Of the 1,006 US digital buyers surveyed in a June 2018 study from Yes Lifecycle, just 9% of respondents said they don’t ignore emails from retailers.
Marketers – who use email primarily to communicate with customers and prospects and to build brand awareness – are struggling most with the competition for attention in the inbox.
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.
Close to one-third of US marketing emails fail to reach the inbox, according to an analysis by Return Path.
Some 21% of permission emails from legitimate senders around the world failed to reach the inbox during the year-long period from May 2014 to April 2015.
Email marketing decision-makers from the US, Germany and France believe that an average of 60% of their emails are delivered to the correct inboxes.
List growth was the most common hurdle, cited by the majority of respondents.
Email overload has a negative effect on consumers, cited as their top reason for unsubscribing from a list.
Other tactics marketers expected to use to boost email relevancy included centralizing email, mobile and social subscriber data.
What marketing professionals had to say about the email-related services their teams are using to overcome limitations in expertise and time in 2011.