Insights from the latest delivery trends

Latest posts | Feed | By Mark Brownlow on August 30, 2007

Lyris just put out their latest quarterly delivery report on how different ISPs measure up in terms of delivering (or not) legitimate marketing email.

Media coverage focused on the apparent growing role for email authentication in determining delivery success. But that masks other interesting insights from the report (which you can download via the company's knowledge center.)

An average of around 25% of permission-based email never made it to the inbox at top US and European ISPs and webmail services. But this disguises great variation.

At some services, the problem is email not getting delivered at all. At others, it's email getting rerouted to junk folders. And the services themselves differ greatly in terms of how they perform.

So, for example, Hotmail in the US prevented over 40% of emails reaching the inbox. Such variation is a reminder (again) that it pays to segment your list by address domain and look closer at the results for each of those segments. (Or use a delivery monitor service.)

That will give you a better idea of where the problems really lie and where to focus the solutions. Do you have a widespread deliverability problem, or do you need to tackle one or two specific ISPs or webmail services?

The results are also a reminder not to rest on deliverability laurels. Lyris noted, for example, that the percentage of emails diverted to spam folders jumped from 7.6% at European ISPs in Q1, 2007 to over 20% in Q2...

More email marketing statistics | Tags: email marketing, email deliverability, hotmail, email trends

[This post brought to you by Campaigner Email Marketing]
Permalink | Add to del.icio.us | 0 comment(s) - add yours!
Get posts like this: as an RSS feed | as a biweekly newsletter

Sign-up for the Email Marketing Reports NEWSLETTER
Twice a month, free, packed with email marketing advice and all the posts from this blog.

0 Comments: