14% of commercial messages did not make it to American subscribers’ inboxes during the first half of this year, reports Return Path in a new benchmark study. The 86% inbox placement rate represented a 1% year-over-year improvement, and actually marked a higher rate than any other country tracked save for Australia (96%) and Canada (90%). In fact, senders from Canada, Brazil and the UK had an easier time reaching Americans than locals.
Worldwide, the inbox placement rate stood at 78% in H1, a 4% decline from last year. 18% of emails were blocked or missing (8% for the US), while 4% ended up in spam folders (6% in the US). Inbox placement rates were particularly bad in the Asia-Pacific region (64%), dropping by 22% year-over-year, with China a key culprit. Read the rest at MarketingCharts.