22% of authorized emails never reach the inbox

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How many of the emails a company sends actually reach the intended audience? According to a new study released by the company Return Path, billions of emails, those that consumers have agreed to receive, never reach the inbox.
When Return Path analyzed nearly 1 billion marketing emails sent with the permission of their subscribers, they found that IPR (Inbox Placement Rates), the rate that measures the success of getting an email to a user’s inbox, had dropped by 4% globally across the world. The worst situation was in Asia-Pacific, where IPR had dropped by as much as 22% to 64% since 2012.

The overall number of blocked or lost emails was approaching 22%, while another 4% ended up directly in spam folders.

According to Return Path's research, US senders had managed to slightly improve their IPR to 86%, putting them ahead of all others. However, despite being in the lead, businesses were still unable to deliver nearly 14% of all emails, representing billions of completely useless emails that were incapable of building relationships or driving sales.

In the rest of the world, 20% of messages had the same 1st name last name malaysia destination in Europe, while in South America the figure rose to 40% in countries such as Brazil.

"There are many factors that determine why an email fails to reach the inbox. It's impossible to pinpoint a single factor or set of factors that explain this decline, but engaging and engaging subscribers is clearly becoming a critical component of email delivery in the inbox," said George Bilbrey, co-founder and president of Return Path. "Senders whose emails consistently reach inboxes tend to have higher read rates and more engaged subscribers. Senders whose emails are ignored or deleted without ever being read often have the most difficulty getting their emails across."

Last month, Return Path’s focus has been on analyzing the percentage of emails that are retrieved from spam folders by recipients, known as the “this is not spam” (TINS) ratio. The company found that out of a universe of one billion messages received during the first quarter of 2012, less than two per thousand (0.17%) were retrieved from the spam folder. And those companies that typically reach the inbox 97% or more of the time had a TINS ​​ratio three times higher than other senders (0.44%).