Charting e-mail read rates. (Correction: non-read rates.)

E-Mail Read Rates (Open Rates), Return Path, 4th Quarter 2012One of the great things about e-mail marketing is the ability to track nearly everything about its success (or lack thereof).

A recent Return Path Intelligence Report on e-mail statistics covering the 4th Quarter of 2012 is a case in point. Return Path conducts these studies by monitoring data from thousands of e-mail campaigns that utilize its delivery platforms.

Specifically, the  study tracks the inbox, blocking and filtering rates for more than 400,000 campaigns that use Return Path’s Monitor and Email Client Monitor suites, along with panel data from the company’s Inbox Insight program.

For the 4th study, Return Path reviewed nearly 250 ISPs in North and South America, Europe, Asia and Australia.

And what does its most recent study find? Fewer than one in five e-mails (17%) were opened. And that rate is slightly lower than what was recorded in the 2011 4th Quarter study.

However, some business sectors performed substantially better than the average:

  • Finance sector: ~28% open (read) rate
  • Business sector: ~24%
  • Real estate sector: ~20%

Shopping e-mails fared less well, with a read rate of ~15% (down from ~17% the previous year).

E-mail open rates in the education (~11%) and entertainment (~10%) fields were lower still.

And the worst sectors? News sector e-mails had an average open rate of only ~8%, while social networking e-mails fared even worse at ~6%.

Moreover, both of these bouncing-in-the-basement sectors experienced very significant drop-offs from the previous year, underscoring how they continue to struggle in their efforts to be interesting and relevant to readers.

For those who wish to view additional results and analysis, the Return Path report is available here.  It’s a free download.

Sometimes “permission slips” aren’t enough when it comes to e-mail deliverability.

Bounced-emails-undelivered-emailsIn case you’ve been wondering how much marketing e-mail actually reaches its intended targets, a recently released benchmark report from e-mail scoring and certification services provider Return Path has some answers. It finds that only about 75% of “permissioned” e-mails are actually making their way through.

That means one in every four e-mails are either hitting a spam or junk folder, or are being blocked by ISP-level filtering.

The report was based on analysis of data from Return Path’s Mailbox Monitor service, which tracks the delivery, filtering and blocking rates for more than 600,000 e-mail campaigns.

Interestingly, the delivery stats for business-to-business marketing e-mail aren’t much lower than for business-to-consumer e-mail. This was considered somewhat surprising because of company-level filtering systems like Postini, MessageLabs and Symantec that are installed at many large corporations. Presumably, they do a more thorough job of filtering e-correspondence.

The Return Path report also included a few cautionary notes for marketers:

 Many e-mailers believe that whatever gets deployed and doesn’t bounce must be reaching inboxes. But senders are notified only when the e-mail is a hard bounce – not if it has ended up in a spam or junk folder.

 Relying on rented e-mail files in the B-to-B world can be dangerous, as those files can be riddled with spam traps. Commercial entities are always on the search for new prospects and leads … but merging a good in-house list with a few of these bad boy rental lists can result in compromising the entire database.

 In the consumer sector, many marketers aren’t paying close enough attention to inbox placement rates. For example, data about Gmail shows that while many marketers are ostensibly achieving a 90%+ deliverability rate, fewer than one in five of those emails are actually being directed to the “priority” inboxes within Gmail as designated by the recipients. And you can bet that precious few of the other ~80% are getting any sort of attention at all from consumers.

More details about the Return Path report can be found here – well-worth checking out.