April 4, 2018

Our Global Benchmark Report reveals email deliverability is improving.


We love email. Like…a lot. So much so that we reviewed the historical reporting of nearly 1 million seed-based tests, using seed data within the 250ok Inbox tools and campaigns sent between 2016 and 2017, to illustrate email deliverability to our clients’ most important geographical regions. For newer senders who are unfamiliar with seed-based inbox testing, we previously covered the subject in depth in our blog Seedlist-Based Testing the Right Way.

Our findings were published today in 250ok’s inaugural Global Benchmark Report, and spoiler alert: We have good news. Our research shows a sustained increase in Inbox Placement Rates (IPR) in most of the key regions of the globe. Over the last two years, inbox placement grew 4% globally, while missing emails decreased by 5%.

In early 2016, at the very beginning of our data set, 7 out of 10 emails made their way into consumer inboxes. At the end of 2017, that figure improved to 8 out of 10 emails landing in recipient inboxes. Get it, Earth!

However, this information does come with a caveat. Not all areas of the globe recorded improvements in deliverability. In fact, North America’s very modest 3% increase was bolstered by America’s 4% increase in deliverability, while Canada saw a marked drop.

In other email-related news, 2017 saw the start of several serious changes to the Internet Service Provider space. Verizon’s email platform migrated to AOL in 2017, and soon, AOL will move to Yahoo/Oath, while Outlook.com will transition to Office 365’s infrastructure. We’ve got a full report on the 2017 goings-on here, if you want a refresher. All of these changes affect delivery protocols, and marketers will need to be mindful of the time needed for reputation filters get up to speed.

TLDR; ISPs are changing big time and so are delivery protocols. Be patient.

As part of our study, our 250ok seedlist optimizer tool provided data showing Office 365 with the greatest year-over-year growth (1.37%), followed closely by Yahoo (1.14%). Gmail and Google apps usage increased, but just barely, at .2% growth.

Condolences to Hotmail and AOL, who saw significant losses in footprint at -2.02% and -1.17%, respectively.

“Current trends indicate the email channel is strong and continues to gain strength each quarter, as marketers change their behaviors to send more segmented and targeted communications,” says Matthew Vernhout, director of privacy at 250ok. “As more consumer-focused behaviors and privacy legislation are adopted around the world, the trend toward higher Inbox Placement Rates is expected to continue.”

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For more information on how 250ok software and services can help you understand, analyze, and improve your marketing email deliverability, contact us for a demo today.

Author: Nicky Copland

Nicky is the senior marketing manager at 250ok. Before joining the team, she spent the majority of her time crafting and implementing communications strategies for the association industry. She was never a brain surgeon, but she played one on the internet.

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