E-commerce Link: The More You Know
The State of Delivery at ISPs
First, let's start by looking the "Inbox Placement Benchmark Report 2014," a study conducted by Return Path, a company that offers inbox placement solutions. According to this study, countries like Australia and Germany made it into the inbox 89 percent of the time, with the U.S. and United Kingdom not far behind at 87 percent.
And while you surely keep track of how many emails your company delivers, this study also sheds light on emails marked as spam or messages that go missing. Globally, 11 percent of emails are diverted to a bulk/spam folder and 6 percent are missing or "silently deleted." You can bet any emails delivered to a spam folder receive little to no attention.
How does Return Path collect this information? Many email service providers (ESPs) offer an email "seeding" program in conjunction with Return Path. Return Path provides "vetted" email addresses that a mailer adds to its list deployment, and then Return Path can monitor and report on results for these emails.
Stop and think about how many of the emails you thought were delivered that are actually in jeopardy!
What Causes Emails to Be Silently Deleted?
Today, each ISP has developed algorithms to decide what should be delivered to the primary inbox, and the rules change over time. By the way, B-to-B marketers may have higher hurdles, depending on the inbound email solution the recipient's company chooses to use.
ISPs want happy customers who expect flawless delivery of the email the customer needs. If email recipients receive too much spam in their primary inboxes, they may abandon those email accounts. Here are some factors that ISPs may use in determining where an email should be delivered:
- A high degree of bounces (generally over 3 percent)
- How often recipients at the ISP open a marketer's emails
- Open and click rates
- Emails deleted without being read
- How much time readers spent with an email
- Spam trap emails on the file
I urge you to periodically examine your email results by ISP. You may see an interesting story. If a particular domain is underperforming your norm, contact your ESP and see if it can straighten things out.