Validity-2020年电子邮件可传递性报告（英文）-2020.4-24页_8mb

2020 Email Deliverability Benchmark Summary

Core Content

This document presents the 2020 Email Deliverability Benchmark, analyzing global and regional inbox placement, spam placement, and missing rates for 2019. It highlights the importance of accurate deliverability measurement and the impact of industry changes, data privacy laws, and mailbox provider algorithms on email deliverability.

Main Points

• Deliverability Definition: Deliverability refers to the ability of an email to reach the inbox. It is distinct from the "delivered" rate, which only indicates whether an email was accepted or rejected by the mailbox provider.
• Inbox Placement Rate: This is the percentage of emails that successfully reach the inbox. It is a more accurate measure of deliverability than the delivered rate.
• Spam Placement Rate: This measures the percentage of emails that are identified as spam and moved to the spam folder.
• Missing Rate: This represents the percentage of emails that were not delivered to either the inbox or spam folder and were blocked or deferred.

Key Information

• Global Inbox Placement Rate: In 2019, the global inbox placement rate was 83%, indicating that one in six messages failed to reach the inbox.
• Global Deliverability Decline: There was a slight decline in global deliverability from 85% in 2018 to 83% in 2019.
• Regional Performance:
  • North America: The inbox placement rate was 83%, matching the global average. The United States had 82%, while Canada exceeded the average at 89%.
  • Latin America: The inbox placement rate was 83%, the same as the global average. Argentina led with 89%, Brazil had 81%, and Mexico saw a 5% drop.
  • Europe: The inbox placement rate was 84%, slightly above the global average. Belgium and the Czech Republic had the highest rates at 92%. Germany had a 25% failure rate, and Switzerland had 67% inbox placement. The Czech Republic and Netherlands saw increases, while Russia and Ireland had declines.

How Deliverability is Measured

• Seed Data Method: The report uses seed data to measure inbox placement. Seed addresses are used to simulate email campaigns and track deliverability across mailbox providers.
• Key Metrics:
  • Inbox Placement Rate: Calculated as the percentage of emails delivered to the inbox.
  • Spam Placement Rate: Calculated as the percentage of emails delivered to the spam folder.
  • Missing Rate: Calculated as the percentage of emails that did not reach either the inbox or spam folder.

Influencing Factors

• Industry Changes: Adjustments to spam filtering algorithms and shifts in consumer preferences affect deliverability.
• Data Privacy Laws: The implementation of GDPR and other data privacy laws has influenced how marketers handle data and email practices.
• Marketer Awareness: Many marketers are unaware of their deliverability issues, which can lead to suboptimal campaign performance and lower ROI.

Summary of Regional Rates

Recommendations

• Monitor Deliverability Metrics: Track inbox placement, spam placement, and missing rates to understand campaign performance accurately.
• Adapt to Algorithm Changes: Stay informed about updates to spam filtering algorithms and adjust email practices accordingly.
• Comply with Data Privacy Laws: Ensure email practices align with data privacy regulations to avoid deliverability issues.
• Improve Sender Reputation: Enhance engagement and maintain a good sender reputation to increase the chances of emails reaching the inbox.

Conclusion

The 2020 Email Deliverability Benchmark underscores the dynamic nature of email deliverability, influenced by various factors such as industry trends, data privacy laws, and mailbox provider algorithms. Marketers must be proactive in monitoring and adapting their email strategies to maintain high inbox placement rates and maximize ROI.