Return Path releases inbox benchmark study
Earlier this week Return Path released their quarterly inbox placement benchmark study, and the results aren’t good.
According to this data, 22% of opt-in emails are not making it to the inbox. An interesting note is that 25% of email from social networks never makes it to the inbox. This is a challenge for social networks, but I’m not sure many individuals care. For a lot of people, if they don’t get mail from a social network it doesn’t really matter. They’ll either log into the network and get it, or they’re not really engaged with the network. And, when networks try to increase the amount of mail they send, that can turn into a problem as well.
Overall, the failure of mail to get into the inbox is a problem for senders. The underlying issue is that ISPs want to deliver mail the recipient wants. But much of the email out there, including marketing and social network updates, is mail the recipient is fine with getting, and equally fine with not getting.