Email marketing appeals to many marketers due to its low-cost, ease, speed of delivery, accountability and the opportunities it offers for personalised communications. However, being such a powerful tool, it is also abused; according to Symantec, in Feb 2010 the amount of spam being sent increased 5.5% to 89.4% of all emails. They also found that the number of phishing emails accounts for more than half of all email-borne threats.
Achieving strong inbox placement remains a challenge for both B2B and B2C communications. According to Return Path (2010) in Europe, 85% of email arrives as expected with 3.6% ending up in the “junk” or “bulk” folder and 11% not delivered to the recipients at all. In the US and Canada only 80% is arriving in the inbox with 3% going to the “junk” folder and another 16% going missing.
The email marketing landscape has changed over the last few years, with content becoming less of a deciding factor by the ISP’s as to whether to block or allow a message. Nowadays, reputation is key. A good deliverability ratio is the first step in a successful email campaign; if your emails aren’t delivered, this will impact on open and click rates as well as conversions. But don't forget, your delivered rate in your email stats does NOT tell you how many emails have actually reached the inbox and not the junk/bulk folder.
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