Email Marketing Deliverability Metrics, Worldwide

TimeframeQ3 2017Q1 2019Q2 2019Q3 2019Q4 2019
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Source: Return Path

Note: represents activity on the Return Path platform, broader industry metrics may vary

Additional Note: missing rate = percentage of messages sent that are blocked at the gateway and never even make it to the spam filter; spam rate = percentage of messages sent that are delivered to the spam folder; inbox placement rate = percentage of messages sent that are delivered to the inbox

Methodology: Data is from the annual Return Path "Deliverability Benchmark Report." Data is based on more than 2 billion commercial emails sent from 17,000 commercial senders to 2 million consumer panelists worldwide on AOL, Google, Microsoft and Yahoo during each quarter. Return Path is an email solutions platform.

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