The Deliverability Guide
Email is frequently touted by marketers for its exceptional return on investment. Recent research from the UK's Data & Marketing Association gives it an astonishing ratio of 38:1 (meaning £38 in revenue for every £1 invested). However, when emails fail to reach inboxes, it significantly reduces the revenue generated. This is why good deliverability is the cornerstone of any email marketing strategy.
Unfortunately, the path to the inbox is becoming increasingly complicated in 2023. Uncertain economic conditions, changing subscriber preferences, and new technological trends are putting senders and advertisers using this channel on high alert, preventing legitimate emails from landing in the inbox where they should be.
Email Deliverability Benchmark 2023
In this report, Validity 's data network illustrates why global deliverability in 2023 is more challenging than ever, and how senders should respond.
Here's what this Benchmark contains:
- An analysis of global deliverability (including inbox placement, spam placement and non-delivery rate) by region.
- Tips for achieving good deliverability from the main mailbox suppliers.
- A distribution of deliverability emails by sector of activity.
- Practical advice for shippers in order to improve their deliverability, starting today.
The main findings of the report
The main findings of this report include:
- 1 out of 10 emails is not accepted by recipient mailbox providers (MBP).
- Deliverability to MAGY is 86% (Microsoft, AOL, Gmail and Yahoo), which is higher than the global average of MBPs.
- The IPR Apple's is 66%. This inbox placement rate highlights the difficulties in measuring thecommitment after the MPP (Email Privacy Protection).
How can I obtain the 2023 deliverability benchmark?
The white paper is simply available for download on the publisher's website: by clicking here.
Conclusion
Based on the information provided in this guide, some conclusions can be drawn regarding deliverability in 2023:
- Deliverability remains a challenge: The report indicates that 1 in 10 emails is not accepted by recipient mailbox providers (MBPs). This shows that despite senders' efforts, there are still difficulties in ensuring that emails reach their intended destination.
- Performance varies across MBPs: Deliverability across global MAGY MBPs (Microsoft, AOL, Gmail, and Yahoo) is 86%, which is higher than the global average. This may indicate that these mailbox providers have more effective filtering measures and offer better deliverability.
- Engagement measurement affected: Apple's Inbox Placement Rate (IPR) is 66%, highlighting the difficulties in measuring engagement after the implementation of Email Privacy Protection (MPP). This suggests that the new privacy measures may impact senders' ability to track user engagement.
In conclusion, deliverability in 2023 presents both progress and challenges. While average deliverability can be improved, some mailbox providers are showing better performance. Senders should be aware of the issues related to deliverability and follow the tips and recommendations to improve their email sending efforts.
