More marketing emails reaching Australian inboxes

But inbox placement dipped sharply over holidays, according to a report by Return Path.

More than one in 10 marketing emails in Australia failed to reach the target’s inbox in the 12 months before May, according to a report by Return Path.

However, Australia had an 89 per cent success rate for marketing emails over the year-long period, which was still one of the highest results in the world, Return Path said.

No surveyed country reached 90 per cent, and Brazil fared the worst with a 60 per cent success rate.

Of the 11 per cent of emails that failed to reach inboxes, 4 per cent got caught in spam filters and the rest went missing, the report said.

The Australian success rate was a big improvement over the previous financial year, when Return Path reported that only 80 per cent of emails reached the inbox.

Within Australia, the distribution industry scored the best success rate at 96 per cent, while telecommunications came in last with only 45 per cent of emails reaching their intended targets, the report found.

Return Path cautioned that performance varied widely from one brand to another and throughout the year. Performance was also erratic across ISPs, with email programs often performing well in some systems but poorly in others, it said.

Australia’s success rate dropped sharply during the holiday season, dipping to 84 per cent in November and never recovering. The drop was influenced by more Australians marking emails as spam and the presence of spam traps, decoy accounts used to catch spammers, Return Path said.

“What seems to have changed is mailbox providers’ decision-making ability, which has become increasingly complex, with users having a greater ability to determine whether messages are delivered to their inboxes,” said Return Path Global CEO, Matt Blumberg.

“Applying best practices across programmes and trusting that most mailbox providers will then treat your email in a similar way, is a highly unreliable tactic.”

Return Path used a representative sample of about 492 million commercial email messages sent with permission to consumers around the world.

Adam Bender covers digital marketing and emerging technology for CMO and is the author of dystopian sci-fi novels We, The Watched and Divided We Fall. Follow him on Twitter: @WatchAdam

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Read more: Adobe swaps out CPM pricing in favour of cross-channel marketing metrics

Signup to CMO’s email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Top tips to uncovering consumer insights for business innovation

An in-depth understanding of consumers sits at the heart of what we all need to do, but we know it’s not always easy to uncover insights that will unlock a true innovation opportunity.

Matt Whale

Managing director, How To Impact

Is your customer experience program suffering bright shiny object syndrome?

You may have heard of ‘bright shiny object syndrome’. The term is used to describe new initiatives undertaken by organisations that either lack a strategic approach, or suffer from a failure to effectively implement.

Leveraging technology to stand out in the sea of sameness

The technology I'm talking about here is data and marketing automation. Current digital marketing methodology, much as it is practiced at Bluewolf, dictates the need for a strategy that does four things: Finds the right audience, uses the right channel, delivers the right content, and does all of that at the right time.

Eric Berridge

CEO and co-founder of Bluewolf, an IBM Company

Lead Management is very important part of the process. For anyone running Facebook Lead Ads I would recommend using this service.Get your...

Dirk Lo

How this fintech startup is improving content marketing and lead generation

Read more

I am agreeing with Mr. Tyron Hayes that a measured test-and-learn approach could be missing opportunities to not only better engage custo...

brunson5862@mail.ru

CMO interview: How Curtin University’s marketing chief is using test and learn to cope with complexity

Read more

Excellent!

Dr Sadasivan,US

Shakespeare shows data and creativity aren’t Montagues and Capulets

Read more

Great article! Agreed with all... Matthew Lerner, Deeps De Silva... When a company has a great product that solves customers needs, a gre...

James Tyler

Why marketers are embracing growth hacking techniques

Read more

Very good article, Social media analytics helps in problem identification. They can serve as an early warning system for negative custome...

BizVinu

Four ways to use social media to boost customer loyalty

Read more

Latest Podcast

More podcasts

Sign in