The success of business to business email marketing campaigns depends on many things, but email deliverability stands at the top of the list. According to Return Path’s 2016. the rate of usa email list emails making it to the intended inbox has dropped steadily since last year. The report tracks the email delivery journey of seed addresses sent from 140+ regional and worldwide email servers. This decline affects everyone who uses digital direct marketing campaigns to attract the attention of B2B customers and clients.
Return Path reports that a full 20% of all emails sent around the world do not reach the email inbox it was sent to. Not only is this number shocking enough for companies who send out hundreds or thousands of usa email list business to business email messages during one advertising campaign, but the report also indicates a marked decline from quarter to quarter. Second quarter email delivery stood at 79%. The same time last year, emails hit inboxes at a rate of 81%. The third quarter of 2015 saw rates near 82%.
Not only are the overall global numbers sobering for direct marketing technique users, but the numbers for individual countries look even worse. Deliverability suffered most in the United States. In 2015’s third quarter, delivery rates were near the worldwide average at 80%. In the second quarter of 2016, they dropped to only 69%, a considerable difference from the global range of 79%.
Several major countries around the usa email list world saw a decrease in email marketing deliverability throughout the past twelve months.
During the same period of time, spam blocks from email recipient providers stayed at a steady 5-7%. Emails that went missing completely jumped from near 15% in late 2015 to about 25% in 2016.
These changes in the business to business email landscape could be rooted in the high rate of usa email list competition within the United States email provider industry and due to all the companies and individuals who use digital direct marketing as well.
For those who understand it is still a viable and effective brand building, funnel filling, and sale making advertising method, the precise reason may not be that important. They cannot change the email industry, after all, just adapt to better methods of working with its limitations. Lower rates of usa email list email delivery mean marketers must step up their game if they wish to forge strong B2B relationships and achieve the most lucrative returns on their expenditures.
Despite the less than inspiring news from the Return Path deliverability report, they do offer valuable suggestions to help marketing experts succeed using digital contact through email. After all, if the deliverability of email goes down, marketers need a way to combat that drop. Every email campaign sent must attract more attention and inspire more action from the people who do receive the contacts.
It should not be a surprise when a certain percentage of a business to business email marketing campaign is returned or disappears into cyberspace. Because some emails will never reach their intended targets, marketers should plan for this issue by sending out more emails or working on creating more precise targeting criteria. Word to the Wise’s owner and email delivery consultant Laura states that brands need to “start thinking of it (lack of email deliverability) as something that can be planned for.
