- 18 Mar
Here’s How Marketers Fared Last Year in the Metrics That Impact Email Deliverability
Close to one-third of US marketing emails fail to reach the inbox. This was according to an analysis released last year by Return Path. With deliverability having such an impact on email marketing success, Return Path has dug deep into its data [download available]. From this, they have been able to provide a host of new benchmarks across several metrics that can act as indicators for sender reputation.
The Definition of Good versus Evil . . . for Email that is
In this report, they have defined positive indicators of email reputation. Those include metrics such as read and forwarded messages, along with messages replied to and those marked as “not spam”. Such actions act as indicators of subscriber engagement. And these are actively tracked by several mailbox providers. Negative indicators include messages marked as spam along with messages deleted before reading.
To see more on this report and some highlights across these indicators, read the full article at MarketingCharts.com