Survey notes the rise in use of mobile devices to check inboxes
San Francisco, CA -- (SBWIRE) -- 03/12/2013 -- According to the newly-released Australian and New Zealand Email Intelligence, one-in-five emails are automatically thrown into the spam folder. The study looked over 500 Australian brands and found that 17% of them never even made it to being viewed by the recipient, thanks to automatic spam selection that can be set for inboxes. The emails are often automatically noted as being spam by Yahoo! And Gmail through the use of the common spam filters.
“Reaching the inbox continues to be a major challenge for marketers in Australia,” explained Matt Blumberg, CEO of Return Path, cited by Marketing magazine Australia. “Traditionally many marketers focused on bounce rates to assess whether they were reaching subscribers, but those don’t tell the whole story.
“Today new metrics such as inbox placement rate and read rate are providing better visibility into email marketing performance, and while they still have progress to make, marketers are using email intelligence – data, analysis, and insight – to understand deliverability and continually improve the subscriber experience. More messages are reaching the inbox and ROI is climbing as a result.”
The report was conducted through Return Path, which analyzed email marketing performances across over 60 million mailboxes, as well as a variety of ISPs. The analysis noted that Australian subscribers are often using more and more of their mobile devices to look at their inboxes and emails.
“Mobile is emerging as a key medium in the evolution of email in terms of how consumers interact and engage with this channel,” added Blumberg. “We’re just at the beginning of the mobile phenomenon, and marketers will need to be keenly aware of the impact this will have on the email channel in the longer term.”
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