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email deliverability benchmark report

Twenty Percent of Global Commercial Email Fails to Reach the Inbox

One in five commercial emails worldwide fails to reach its intended target, according to the 2017 Deliverability Benchmark Report from data solutions provider Return Path. This new research reveals that just 80 percent of email is delivered to the inbox, while the remainder—a full 20 percent—is diverted to spam folders or goes missing. The report’s findings are relatively consistent with the company’s 2016 and 2015 benchmarks, which reported a 79 percent global inbox placement rate. While this rate has improved slightly in…