Deliverability is key to success in any Marketing campaign. eMail campaigns are no different, or are they?
You might be surprised to know that a significant % of eMails never arrive at their intended targets inbox. Although ReturnPath reports 18%, we believe this to be more like 30% to 40%, however you will never see a bounce report as the eMails go into a catch-all state and are directed off to a blackhole account!
What’s a blackhole eMail account? – it’s a term describing what happens to email which is blocked without a bounce response to the sender.
This is obviously an issue with eMail deliverability statistics, what senders are really interested in is receivability as the cost of buying non receivable eMails is a complete waste, they pad out the delivered counts but hide the truth about deliverability and artificially reduce the open rate, deliverability and bounce rates.