The Global Email Deliverability Benchmark Report, 2H 2009 from Return Path

Research Study
The Global Email Deliverability Benchmark
GET MORE INFO R eport, 2H 2009
rpinfo@returnpath.net Deliverability Failures Remains a Challenge for Commercial 1-866-362-4577 Email Senders with Non-Delivery Rates as high as 20% across
the globe.
Return Path, the global market leader in email deliverability solutions, reviewed data from 131 ISPs in the United States, Canada, Europe, and the Asia Pacific territories from July through December of 2009. What the data shows is that email deliverability still plagues commercial email senders worldwide.
What's Inside
. How Much Mail Doesn't Make It To The Inbox?
. Business Inboxes Still Difficult To Reach
. Deliverability Rates Vary by ISP and by Country
. Three Reasons Why Deliverability Is Still a Crisis for
Commercial Email Senders
If you have questions or would like to hear how Return Path can help, please call 1-866-362-4577, or email rpinfo@returnpath.net. © 2010 Return Path, Inc. www.returnpath.net v011909RCeasseea Srctuhd Sytudy
How Much Mail Doesn't Make It To The Inbox?
North American inbox percentages remain flat with 20% of email bulked or missing. The second half of 2009 showed an inbox placement rate of just 80.1% for permission-based commercial email in the United States and Canada. This represents a slight increase as compared to the first half of 2009. The percentage of mail delivered to the "junk" or "bulk" email folder remained flat at 3% in the July to December time period. 16% was not delivered at all between July and December, a slight decrease from earlier in the year.
The picture was slightly rosier for European mailers with 85% of mail delivered to the inbox. Just 3.6% of email was sent to "junk" or "bulk" email folder while another 11% was missing or not delivered at all. Asia Pacific outperformed both Europe and North America posting an impressive 86.9% inbox placement rate with just 3% of email sent to the bulk folder and 10.7% missing.
Global Delivery Rates, 2H 2009
100%
90% 85.5%86.9% North America80.1%80% Europe
70% Asia Paci?c
60%
50%
40%
30%
20% 16.3%11.0%10.7%10% 3.5% 3.6% 2.5%0% Inbox Junk/Bulk Missing
Canada has the highest non-delivered rate blocking almost 14% of permissioned-based email. The United Kingdom boasts the lowest non- delivered rate, blocking only 10% of opt-in email.
For more information, email us at rpinfo@returnpath.net or call 1-866-362-4577. © 2010 Return Path, Inc. www.returnpath.net v011909
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Delivery Rates by Major Global Markets, 2H 2009
CanadaUnited StatesFranceGermanyUnited Kingdom0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%United Kingdom Germany France United States CanadaInbox 89.9% 85.1% 88.2% 82.4% 76.3%Bulk/Junk 3.0% 11.5 4.8% 4.6% 1.7%Missing 7.1% 3.5% 7.1% 13.0% 21.9%
Business Inboxes in U.S. and Canada Still Hard to ReachReaching business addresses is still difficult because these inboxes are protected by systems like Postini, Symantec and MessageLabs. Only 75.2% of email is delivered to the inbox through these enterprise systems. This is a 3% improvement over the first half of 2009 when just 72.4% made it to the inbox. The second half of year saw little change in non-delivery rates for B2B email with bulk/junk and missing percentages shrinking by just a few percentage points.
Delivery Rates, B2B (US & Canada, 2H 2009)
80% 72.4% 75.2% 1H 200970% 2H 200960%50%40%30% 21.5% 19.1%20%10% 6.1% 5.7%0%
Inbox Junk/Bulk Missing
For more information, email us at rpinfo@returnpath.net or call 1-866-362-4577. © 2010 Return Path, Inc. www.returnpath.net v011909
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Deliverability Rates Vary by ISP and by Country
Non-delivery Rates by ISP (United States, 2009)
25%
20%
15%
10%
5% 0% Cox USA.net RoadRunner BellSouth Netzero Yahoo! AOL Comcast MSN Hotmail Gmail1H 2009 8.1% 10.8% 11.9% 14.0% 14.4% 14.7% 16.4% 17.3% 20.0% 20.2% 23.1%2H 2009 5.5% 11.2% 14.6% 21.5% 12.2% 18.5% 17.0% 14.7% 19.2% 19.1% 20.7%
For the second half of 2009 non-delivery rates across major U.S. ISPs were relatively ?at with a few notable exceptions. BellSouth increased their non-delivered rates by 8% whencompared to the ?rst half of the year. Also of note, non... [download for more]