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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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Deliverability

Nearly 49% have email accounts for messages they rarely intend to open. That most likely includes marketing messages from senders they don’t trust or care much about. - Acxiom "Email Marketing and Mobile Devices: A Survey of Consumer Habits and Perceptions" (2013)

Bounce rates were significantly better in Q1 2013 at 1.9% compared to Q1 2012 at 3.0%. - Experian "Q1 2013 Quarterly Benchmark Study" (2013)

Non-Bounce rates remained strong at 96%. - Epsilon "Q4 2012 Email Trends and Benchmarks" (2013)

Bounce rates declined 27.9%, from 3.1% in 4Q11, to 2.3% in 4Q12. - Experian "Q4 2012 Quarterly Benchmark Study" (2013)

The average bounce rate for industries with 25-499 members is 2%, for 500-999 members, 1.6% and for 1000 or more members, 1.2%. - MailerMailer "Email Marketing Metrics Report" (2012)

73.2% of emails sent to Windows Live Hotmail addresses arrive in the recipient's inbox. - IBM "Email Deliverability: Use 2011 Benchmarks to Ensure 2012 Results" (2012)

85.7% of emails sent to Gmail addresses arrive in the recipient's inbox; 85.3% of emails sent to Yahoo addresses arrive in the recipient's inbox; 81.8% of emails sent to AOL addresses arrive in the recipient's inbox. - IBM "Email Deliverability: Use 2011 Benchmarks to Ensure 2012 Results" (2012)

80% of email delivery problems are directly attributable to a poor sender reputation. - DMA "Email Deliverability Review" (2012)

Hotmail estimates that Graymail, or "bacn," emails represent 50% of all inbox traffic, and are the source of 75% of all spam complaints.- DMA "Email Deliverability Review" (2012)

Global inbox placement is at 75.9%. Meaning 1 out of 4 emails do not get placed into the inbox. - DMA "Take outs from the Email Deliverability Masterclass" (2012)

The majority of blocked emails, 77%, are due to poor sender reputation. - DMA "Take outs from the Email Deliverability Masterclass" (2012)

In North America, inbox placement rates declined 3% in 3Q12 from the same quarter in 2011, to 82%. - Return Path "The Email Intelligence Report Q3 2012" (2012)

The average inbox placement rate was 84%; however, the financial services (99%), consumer services (96%), and retail industries (96%) far outperformed that average. - Return Path "The Email Intelligence Report Q3 2012" (2012)

Roughly 18% of all commercial email in North America never reached the inbox in 3Q12: 5% landed in spam traps and 13% was blocked or went missing. - Return Path "The Email Intelligence Report Q3 2012" (2012)

When companies send daily deals, retail newsletters, and other marketing-related emails, 78% responded that these emails mainly go to their primary personal email account, displayed alongside their personal emails. - Blue Kangaroo "Blue Kangaroo Survey on Marketing Emails" (2012)

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The proportion of companies that know what percentage of their email marketing budget is lost through non-delivery has been gradually decreasing since 2009, down to 12% this year. - Econsultancy "Email Marketing Census 2011" (2011)

The biggest factors in improving deliverability, 64% said clean up-to-date lists, with relevance at 52% and sender reputation at 42%. - Econsultancy "Email Marketing Census 2011" (2011)

Deliverability services are consumed at nearly 3X the rate of any other ESP service offering. - StrongMail "2010 Email Marketing Survey" (2010)

Achieving strong inbox placement remains a challenge in the B-to-B sector with a delivered rate of just 75%. - Return Path (2010)

Canada has the highest non-delivered rate blocking almost 14% of permissioned-based email. The United Kingdom boasts the lowest non- delivered rate, blocking only 10% of opt-in email. - Return Path (2010)

Asia Pacific does better than Europe and North America with 86.9% of email delivered to the inbox, 3% is "bulked" and another 10% is missing. - Return Path (2010)

In Europe, 85% of email arrives as expected with 3.6% ending up in the "junk" or "bulk" folder and 11% not delivered at all. - Return Path (2010)

Twenty percent of email in the United States and Canada is still not making it to the inbox while 3% of email goes to the "junk" or "bulk" folder and another 16% goes missing. - Return Path (2010)

Asia Pacific outperformed both Europe and North America with 86.9% inbox placement, only 3% of email sent to the bulk folder, and only 10.7% missing.- Return Path (2009)

Only 28% of those between ages 18 and 24 say the email they currently get from companies is relevant to them. - PMN and Pace University's Lubin School of Business'(IDM) Lab (2009)

Between the U.S. and Canada, more than 20% of commercial, permission-based email doesn't reach the inboxes of intended subscribers. - Return Path (2009)

On average, 27.6% of commercial emails sent to business addresses don't reach the inbox. - Return Path (2009)

23% of emails that marketers sent to Gmail addresses did not reach the inbox. - Return Path (2009)

U.S. deliverability rates are slightly better than Canada with an average of 82% inbox placement rate. - Return Path (2009)

75% of respondents say lack of relevance is the biggest reasons subscribers choose to opt out, followed closely by sending too frequently (73%). - Merkle Interactive Services (2009)

65% of whose email software has spam filters have noticed permission-based emails that have been filtered incorrectly, down four points since last year. - Merkle Interactive Services (2009)

Commercial email servers achieved average delivery rates of 88%, with 9% rejected and 0.71% filtered. - Return Path (2008)

So-called legitimate servers with even one spam-trap hit saw their delivery rates plummet to 38% on average. - Return Path (2008)

Ps that were listed on just one of the top 12 blacklists saw their delivery rates plunge to an average of 35%. - Return Path (2008)

Mailers with unknown-user rates; the percentage of email sent to non-existent addresses - of below 10% achieved 67% deliverability rates on average, while those with unknown-user rates of 10% or higher achieved average delivery rates of 44%. - Return Path (2008)

46% of email traffic comes from hosts "which should not be sending mail at all," such as compromised hosts, dynamic IPs and a variety of other "non-mail servers". - Return Path (2008)

Just 20% of email comes from legitimate servers, or servers that are "real, static" and "well configured". - Return Path (2008)

30% of practicing marketers don't take the time to figure out their actual rate of delivery. - MarketingSherpa "Email Marketing Benchmark Guide 2008" (2008)

12% of practicing marketers have no idea how to characterize their organization's precise definition of delivery. - MarketingSherpa "Email Marketing Benchmark Guide 2008" (2008)

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)

38.4% of email marketers think that AOL has the lowest deliverability.
- Dot Email (2007)

7.1% of email marketers think that Google's Gmail had the lowest.
- Dot Email (2007)

17% of email marketers thought Earthlink had bad delivery and 16 percent thought it was Yahoo according to the poll. - Dot Email (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)

Permission-based emails are reaching consumer inboxes about 75% of the time.
- Lyris, Q2 Email Advisory Report Card (2007)

16% of permission-based emails are still being directed straight to a junk or bulk folder. - Lyris, Q2 Email Advisory Report Card (2007)

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)

XO Concentric far exceeds any other ISP - banishing 56% of invited email to the junk/bulk folder. - Lyris, Q2 Email Advisory Report Card (2007)

SBC Global and Bell South both junk 30% of permission-based email. - Lyris, Q2 Email Advisory Report Card (2007)

Yahoo junks 26% of permission-based email. - Lyris, Q2 Email Advisory Report Card (2007)

MSN Network, GMail and Hotmail all junk of permission-based email at 18% - Lyris, Q2 Email Advisory Report Card (2007)

AOL delivered only 1.94 percent to the junk/bulk folder. - Lyris, Q2 Email Advisory Report Card (2007)

Marketers sending to European ISPs face even more trouble: More than 20 percent of permission-based emails were sent to the junk/bulk folder - almost three times more than the previous quarter. - Lyris, Q2 Email Advisory Report Card (2007)

Email Delivery Rates Reported By Marketers:
  • 40.2% of marketers report deliverability rates between 90.1% to 100%
  • 19.1% of marketers report deliverability rates between 80.1% to 90%
  • 14.8% of marketers report deliverability rates between 70.1% to 80%
  • 9.6% of marketers report deliverability rates between 55.1% to 70%
  • 16.3% of marketers report deliverability rates between 55% and below
  • - Internet Retailer Survey Report on Email Marketing (2007)
Average deliverability rate for the top 10 ISPs was 83.8% - Lyris Technologies EmailAdvisor ISP Delivery Report Card Q1 2007 (2007)

Only 74.57% of messages make it into the in-box. - Lyris Technologies EmailAdvisor ISP Delivery Report Card Q1 2007 (2007)

Gmail sends 28% of messages to junk folders. - Lyris Technologies EmailAdvisor ISP Delivery Report Card Q1 2007 (2007)

Yahoo sends 19% of messages to the bulk folder. - Lyris Technologies EmailAdvisor ISP Delivery Report Card Q1 2007 (2007)

40.2% of all merchants are delivering between 90.1% and 100% of their email messages; 19.1% are delivering 80.1% to 90%. - Internet Retailer (2007)

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