Are you sitting down for this one?
One fifth of permission-based e-mails did not reach the inbox during the first half of 2005, according to a new deliverability study from Return Path.
That's 20% of email that is sent to people WHO ACTUALLY WANT TO RECEIVE YOUR EMAILS (think discount ticket offer emails) never actually get them.
Why? Spam filters and overzealous ISP's.
According to the report, "those with the highest delivery rates for legitimate mail included Mac.com, which filtered or blocked only eight percent, and Earthlink, which blocked 10 percent. At the other end of the spectrum are Gmail (39 percent blocked), MSN (33 percent) and Hotmail (32 percent)."
This really drives home the point that the credibility and the long-term behavior of the owner of the email list (i.e., Playbill, Theatermania, etc.) is incredibly important.
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