Deliverability and commitment are linked

Written by Zoé Baillieux on Jul 26, 2019 3:10:07 PM

A new study reveals the direct link between subscriber engagement and filtering rate as spam in email messaging.

Return Path has unveiled the results of its annual report "Hidden indicators of deliverability".

The study is therefore concerned with the "hidden" deliverability indicators specific to the email marketing sector, including the reading, response, transfer and complaint rates, which collectively provide essential information on engagement. subscribers and play a decisive role in the deliverability of the message.

For several years, leading messaging providers such as Microsoft, Google and Yahoo have been placing increasing importance on subscriber engagement in spam filtering, "said Tom Sather, Senior Director Research at Return Path.

"This study demonstrates that maintaining subscriber engagement in your emailing program is a major deliverability factor.

However, we know that less than a third of marketers follow critical engagement metrics such as read, transfer and complaint rates. "

More commitment, less spam …

By reversing the trend of the last two years, the reporting rate as spam has dropped by 5 points from 14% in 2017 to 9% in 2018.

It was in the office equipment sector that the largest drop was recorded (10 points).

Overall, subscribers played a more active role in managing their inbox in 2018.

The reading rate has increased slightly from 22% to 24%, but the number of spam complaints has more than doubled, from 0.17% to 0.39%, and the rate of "suppression before reading" is from 12% to 16%.


Telecommunication recorded the largest increase (5 points).

Sectors with the lowest reporting rate as spam (banking and finance, distribution and manufacturing, and insurance) also exceeded almost all subscriber engagement averages.

Brands in these sectors tend to have closer relationships with their subscribers, which partly explains this greater commitment.

The quantity of emails reported as spam varies considerably from one industry to another, from only 4% for shippers in the distribution and manufacturing sector to 19% for those in the education, association and government sectors.

These two vertical markets obtained respectively the first and the last places in 2017.


Interactions are criteria to follow closely

Tracking performance indicators based on engagement plays a crucial role in evaluating the success of any email campaign.

Indeed, to the extent that messaging operators such as Microsoft, Gmail and Yahoo! now monitor positive and negative subscriber interactions, this will determine where the message will be delivered.

According to a recent study conducted by Demand Metric, in partnership with Return Path, advertisers who are measuring the impact of subscriber engagement on filtering decisions are experiencing significant optimization on their campaigns.

Article taken from Co-marketing news 



Topics: Retail, Marketing prédictif, AI &Data

Back to Home Page