2Q16 Email Deliverability Benchmarks

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Some 24% of email messages sent by brands in the second quarter of 2016 never made it to subscribers’ main inboxes, according to recent research from Return Path.

To determine its deliverability benchmarks, Return Path looked at 2Q15-2Q16 data from its Consumer Network, which tracks the behavior of certain consumers who use AOL, Gmail, Outlook.com, and Yahoo as their email service.

The researchers also examined data from test addresses that Return Path maintains with hundreds of mailbox providers around…