New Advice From Return Path and PDF
Return Path’s Q2 2008 Reputation Benchmark Report (pdf) found e-mails sent from “legitimate” e-mail servers averaged a delivery rate of 56 percent. 20 percent were rejected; 8 percent filtered out of the inbox. The rest — 16 percent — were bounces.
So nearly half of the time, e-mail marketers’ messages don’t get through. But there are ways to increase deliverability, insists George Bilbrey, Return Path’s general manager of delivery assurance. Here are five: