2017 Deliverability Benchmark report

Return Path has released their 2017 Deliverability Benchmark Report. I haven’t had a chance to look at it, but did download it earlier today.
EContent has a summary of the article up, with the headline Research Finds Email Senders with Strong Subscriber Engagement Are Likely to See Less Email Delivered to Spam. Useful data points they pulled out include:

  • The increase in spam placement is somewhat offset by the fact that consumers were more likely than ever to “rescue” wanted mail from the spam folder, as demonstrated by the significant year over year increase in the “this is not spam” rate (1.77% in 2017 versus 1.04% in 2016).
  • Subscribers read email at a slightly lower rate than last year (21.5% in 2017, 22.2% in 2016), but mail that is ignored (or “deleted before reading”) was also slightly less common than a year ago (11.9% in 2017, 12.5% in 2016).

 

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Where to get deliverability help

There are lots of places to get deliverability help, I thought I’d list some of them here so I have a post to point people to.

Of course, we provide deliverability consulting services and have done since 2001. Our customers are mostly large companies sending millions of emails a month. I focus mostly on complex problems that other deliverability folks haven’t solved. Overall I focus on understanding client programs and business needs as well as current deliverability situation. Once I have a picture of a client’s program, I craft solutions that work with their business processes and get mail to the inbox. We don’t sell tools or certification. Instead, we work with our clients to help them fix delivery and teach them how to analyze the data they already have.
The nature of the work I do is intensive and I limit the number of clients I have in order to provide personalized service. But that’s OK! We have 2000+ blog posts to answer questions. And, there are lots of other companies that provide deliverability help. Here’s a partial list of places to look for resources.

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Busiest email time of the year

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I wish everyone a successful week of mailing.
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State of Email Deliverability

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There’s all sorts of interesting data there, and well worth a download and read. I was, of course, interested in the “most problematic subscriber acquisition sources.” Senders having blocking issues or blacklist problems in the past 12 months use list rental, co-reg and purchased lists more often than senders that didn’t have problems.

Senders acquiring addresses through list rental are 104% more likely to be blacklisted than senders not using list rental. And they’re 47% more likely to be blocked.
These stats are the primary reason that most ESPs don’t allow list rentals, purchased or co-reg lists. They cause blocking and blacklisting. The ESP ends up having to deal with lots of problems and clean up the mess.
I’m unsurprised that lead generation by giving something away (a report, ebook, whatever) is related to problems. Most of these forms do little to no data checking and accept any and all fake data. There are fairly simple ways to enforce better data, but that does limit the spread of the information.
I am surprised to see signup through direct mail and catalog sales is so bad. Unless maybe people don’t know how to say no when asked for an email address over the phone. I know it seems awkward to say no when asked for an email address. Maybe some folks are giving fake addresses. I sometimes say I don’t have email, or just tell them no, they don’t need one.
The white paper itself is well worth a read. Go download it yourself (but don’t give them a fake email address!).

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