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

Behaviour change, by design

​We’re living in an age of unprecedented change. We experience with Oculus Rift, invest with Acorns, consume video through Hyper, tune into Pandora and navigate with Waze.

Glen Jeffreys

Head of UX, Deepend Group

Chat bots: How to use them commercially right now

I’m sure that many of you out there have heard a lot about chat bots (aka messaging bots) recently, and the fact that they are here to stay is pretty evident by now.

Deniz Nalbantoglu

Managing director, Webling-Interactive

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

Thanks, Nadia. It was so interesting blog for me because it helps me able to understand well on the basics of business and marketing conc...

MichaelBGreen

3 ways marketers can raise their executive influence

Read more

Having been to the AO on Wednesday for the first time in a number of years I was very impressed with the new branding. The event has evol...

Naomi

Tennis Australia unwraps new brand identity for Australian Open

Read more

This was amazing and so inspiring. Thanks for sharing.

Vijay Kumar

Design thinking: Leading with experience

Read more

Great read, thanks for posting. MR should be seen as the holy grail for marketers and brands, as it offers an unprecedented capability to...

Barney

Interview: The business case for mixed reality in marketing

Read more

what a load of shit, and what a major stuff up... the new brand device is sterile, boring and just plain bad. Would be better suited to a...

James Yoi

Tennis Australia unwraps new brand identity for Australian Open

Read more

Latest Podcast

More podcasts

Sign in