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Study Looks at Email Deliverability Issues

eMarketer points to a recent study from return path, which shows that email marketers may be having more trouble getting their emails delivered than they realize. According to the firm, over 20% of mailings in the US and Canada are not reaching their intended inboxes. We're talking about permission-based email marketing here. Return Path says:

Marketing Emails Missing Inboxes

More than 20 percent of commercial, permission-based email does not reach the inboxes of intended subscribers in the United States and Canada, according to email management firm Return Path. The study found emails reached only 79.3 percent of inboxes in the United States and in Canada during the first half of 2009. With the undelivered email, 3.3 percent is routed to a junk or bulk email folder and 17.4 percent is not delivered at all.

Return Path Takes On Email Fray

As advocates and detractors of the impending implementation of Goodmail's Certified Email service at AOL and Yahoo continue to battle, Return Path thinks commercial senders can all benefit from its Sender Score concept.