Study highlights email deliverability issues

A new study has highlighted how important it is for firms to recognise deliverability problems when using email marketing.

Published in the US, the Return Path report found that over a fifth of messages sent out in the country do not reach consumer inboxes, with firms mistakenly believing that communications which do not bounce are reaching their target.

It was found that some messages either fail to be delivered at all or are re-routed by error to junk mail folders.

George Bilbrey, president and co-founder of Return Path, said some firms' deliverability numbers may be true.

He added: "Marketers need to examine their current deliverability stats, and remember that hard bounces aren't the only emails that aren't reaching your subscribers."

Recent figures from StrongMail Systems found that eight out of ten global business leaders expect to increase their expenditure on email marketing over the rest of this year.

Written by Mark Hainsby