At a recent Direct Gardening Association conference, presenter Ken Lane of Hathaway and Lane cited a study by Return Path that found that 16.3% of commercial, permissioned emails never reach the inbox they were sent too – and no bounce notification is ever received.
I thought I may have misheard, so I looked up the study. Sure enough: in North America, an average of 16.3% of all commercial is lost in cyberspace with no notification, and another 3.5% lands in the junk folder. That’s nearly 20% of all emails down the drain. Think of the income that represents!
You can download the report free at the Return Path website. When you do, you’ll also receive a link to download a Best Practice Guide to help improve deliverability. According to Return Path, best practices can increase deliverability to nearly 99%.
