Nearly 1 in 5 Invited E-mails Snared by Spam Filters
A new study released this week by marketing technology company Lyris Inc. finds that nearly one out of every five permission-based e-mails sent to U.S.-based ISPs lands in a junk mail folder. Slightly more than 76 percent of invited e-mail is successfully delivered to the inbox.
The findings come from the Lyris HQ ISP Deliverability Report Card for the fourth quarter of 2007, a research study that monitors deliverability rates for permission-based e-mail marketing messages.
“These are messages that have been invited by the recipients, and yet so many of them still aren’t making it to the inbox,” says Blaine Mathieu, SVP of marketing, Lyris Inc. “ISPs base much of their delivery decisions on a sender’s reputation—and that reputation is governed primarily by how often that sender’s recipients click the ‘Report as Spam’ button for its messages. Marketers can improve delivery by better managing their relationships with their subscribers—to reduce those spam button clicks.”
AIM.com had the highest percentage of delivered messages landing in the inbox (93 percent) among ISPs in the U.S.