Neue Zustellbarkeits-Statistiken und was sie für Ihr E-Mail-Marketing bedeuten

In a 2010 survey conducted by MarketingSherpa, 31 percent of email marketers cited "improving email deliverability" as a significant challenge to effective email marketing. Based on a white paper about deliverability that I've just reviewed, I'm surprised and dismayed that the figure isn't higher.

On average, only 81 percent of legitimate email marketing messages make it to the inbox, according to Return Path's Global Deliverability Benchmark Report for the first half of 2011. In North America, the figure is a bit higher at 86 percent (for a more detailed global breakdown, see the report).

Think about this for a minute. If your email marketing program has average global deliverability, then roughly one out of five messages (19 percent) that you send don't reach the inbox. Even with higher North American figures, an average of 14 percent of email messages aren't being delivered as intended.

Take that a step further and apply the math to the bottom line goal(s) of your email marketing program. If your goal is direct sales, then average deliverability means that you're making 14 to 19 percent less revenue than you could. If generating leads is your mission, you could be bringing in an additional prospect for every four or five you currently get. Even if you're just looking to get eyeballs to your website, imagine what a 14 to 19 percent increase in clicks would do for your performance metrics.

OK, so maybe I'm exaggerating a bit. One-hundred percent deliverability is theoretically possible, but maybe not immediately accomplishable. But if you aren't actively working to improve your deliverability, you are leaving money on the table.