Return_Path-2018年电子邮件到达能力指标报告（英文）-2018.12-17页-4mb

2018 Deliverability Benchmark Summary

Core Content

This report provides an analysis of email deliverability trends globally and regionally, including inbox placement rates, spam placement rates, and missing/blocked email rates. It outlines the methodologies used to measure these metrics and discusses how different industries and mailbox providers affect deliverability.

Main Points

• Global Inbox Placement: Improved by five percentage points, reaching 85% compared to 80% in the previous 12 months. However, 15% of emails still fail to reach the inbox.
• Seed vs. Panel Data:
  • Seed data measures missing/blocked emails and provides a broader coverage across mailbox providers.
  • Panel data reflects real user engagement and is limited to the top four webmail providers (Microsoft, Google, Yahoo, AOL), offering deeper insights into user behavior.
• North America:
  • Inbox placement increased by six percentage points in the US to 83%.
  • Canada had an inbox placement rate of 89%, which is above the global average.
• Latin America:
  • Average inbox placement dropped by three percentage points to 78%.
  • Mexico was the only country in the region above the global average.
• Europe:
  • Average inbox placement increased slightly to 86%, just above the global average.
  • Greece, Portugal, and Norway had the highest inbox placement rates (93%).
  • Austria had the lowest inbox placement rate (79%).
  • Ireland saw a significant improvement of 15 percentage points, reaching 92%.
• Asia-Pacific:
  • Average inbox placement slightly declined to 78%, below the global average.
  • Singapore and New Zealand had the highest rates at 90%.
  • China had a much lower inbox placement rate at 57%, while South Korea showed a notable improvement.

Key Information

Deliverability Trends

• Global:
  • Inbox placement increased by 5 percentage points.
  • Spam rate decreased from 9% to 6%.
  • Missing/blocked rate increased from 10% to 15%.
• North America:
  • US inbox placement increased by 6 percentage points.
  • Canada inbox placement was 89%.
• Latin America:
  • Average inbox placement dropped to 78%.
• Europe:
  • Average inbox placement rose to 86%.
  • Ireland had the largest improvement (15 percentage points).
• Asia-Pacific:
  • Average inbox placement dropped to 78%.
  • China had the lowest inbox placement rate (57%).

Top Four Mailbox Providers

• AOL: 96% inbox placement rate (Period Average).
• Gmail: 92% inbox placement rate (Period Average).
• Outlook: 75% inbox placement rate (Period Average).
• Yahoo: 92% inbox placement rate (Period Average).

Industry Performance

• Distribution & Manufacturing: 96% inbox placement rate (Highest).
• Banking & Finance: 96% inbox placement rate.
• Automotive: Largest increase of 11 percentage points (88%).
• Education/Nonprofit/Government: Lowest inbox placement rate (83%).

Methodology

• Return Path analyzed over 2 billion promotional emails sent globally from July 2017 to June 2018.
• Seed Data:
  • Collected from 140+ mailbox providers.
  • Measures missing/blocked emails.
  • Provides broader coverage but lacks engagement data.
• Panel Data:
  • Collected from 2 million active user accounts.
  • Reflects real user engagement and behavior.
  • Limited to Outlook, Gmail, Yahoo, and AOL.
• Industry Data:
  • Based on global panel data with 17,000 commercial senders and 2 billion emails sent to the top four mailbox providers.

Conclusion

The report highlights the overall improvement in global inbox placement and the varying performance across regions and industries. It underscores the importance of understanding the differences between seed and panel data for a comprehensive deliverability analysis. Email marketers should focus on improving engagement and aligning with mailbox provider filtering rules to enhance inbox placement.