Brit marketers failing to get the message to customers via email

UK marketers’ are lagging behind their French and German counterparts in terms of the proportion of legitimate emails that successfully get delivered directly to consumers’ inboxes

Inbox placement rates are falling as UK marketers fail to abide by best practice and turn a blind eye to the fact that their sent emails are not reaching their intended targets, according to the latest bi-annual Global Email Deliverability Benchmark Report from email certification and reputation monitoring company Return Path.

One in every 13 legitimate emails sent by UK marketers (7.8%) now goes missing completely – – compared to just one in 37 legitimate emails sent by their German counterparts (2.8%) and one in 17 legitimate emails sent by French marketers (5.8%).

The findings show that UK marketers are failing to reach the inboxes of millions of customers who want to receive their emails. the percentage of emails that go straight to consumers’ inboxes – has fallen 3.5% since December 2009 despite greater awareness of simple best practice methods that tackle the problem.

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