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Email Marketing Statistics and Metrics
Email's ROI in 2009 was $43.52 for every dollar spent on it. - DMA (2009)
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Authentication

Failing an SPF check carries a heavy penalty - nearly 2.4 points from the current SpamAssassin test, on a Bayesian scale that identifies a message as spam when it reaches 3.0 points or higher. - Lyris, Q2 Email Advisory Report Card (2007)

For the first time Sender Policy Framework (SPF) email authentication checks are on the top ten list of content triggers for different ISPs. - Lyris, Q2 Email Advisory Report Card (2007)

53% of those surveyed said they would be more likely to open an email if it had a symbol identifying it as having been certified by a trusted third party. - Email Sender
and Provider Coalition (ESPC)
(2007)

Approximately one-third of marketers report email delivery rates of 80% or less, and approximately one-quarter are unsure of their metrics. - Jupiter Research (2006)

Although adoption of deliverability improvement tactics remains low, 27% of marketers plan to implement paid accreditation services within the next year. - Jupiter Research (2006)

Of marketers working in a self-service fashion with ESPs, 32% report delivery rates of 90% or less, compared with 35% of marketers using on-premises packaged applications. - Jupiter Research (2006)

Of business-to-business newsletter marketers, 41% have delivery rates of 80% or less, compared with 29% of their business-to-consumer counterparts. - Jupiter Research (2006)

Of marketers willing to pay more than $0.01 per email message for paid accreditation delivery services, 60% have delivery rates of 80% or less. - Jupiter Research (2006)

35 percent of all Internet email is authenticated using SenderID framework (SIDF), a protocol identified with Microsoft. - Email Sender and Provider Coalition (ESPC) and IronPort (2006)

10 percent of all Internet email uses Yahoo-developed DomainKeys Identified Mail (DKIM). - Email Sender and Provider Coalition (ESPC) and IronPort (2006)

75 percent of all Fortune 100 companies use SIDF for marketing messages; 45 percent use DKIM. (The ESPC estimated it at 70 percent in November 2005.) - Email Sender and Provider Coalition (ESPC) and IronPort (2006)

Although SIDF is more prevalent, DKIM is gaining traction, from less than 1 percent to 10 percent in nine months. - Email Sender and Provider Coalition (ESPC) and IronPort (2006)

75 percent of marketing- focused email messages use some form of authentication. - Email Sender and Provider Coalition (ESPC) and IronPort (2006)

31 percent of all email rated by Hotmail's filter-effectiveness survey group (about 100,000 Hotmail users) has an SPF record. Eighty-five percent of mail marked as "good" passes the SIDF check. Only 1 percent of the "good" email fails the SIDF check. - Email Sender and Provider Coalition (ESPC) and IronPort (2006)

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