Top Email Marketers See 90.2 Percent Deliverability Rates From Proper Segmentation
Best-in-class email marketers who segment their email messages based on customer behavior achieve an average email deliverability rate of 90.2 percent.
These email marketing leaders, who represent the top 20 percent of businesses using email to market goods and services, have seen a 9 percent year-over-year improvement in deliverability compared to industry average performers, who saw no growth in deliverability scores.
Vital to deliverability results is the reputation and best practices framework of a company's chosen email service provider, the report found. Seventy-six percent of best-in-class email marketers, for example, rely on ESPs for services that affect deliverability, such as email certification and deliverability monitoring. In addition, more than 70 percent of email marketers use ESPs to ensure deliverability.