Return Path：2018全球電子郵件可交付性基準報告（英文版）(17頁).pdf

1、Analysis of Worldwide Inbox Placement Rates 2018 Deliverability Benchmark 2 2018 Deliverability Benchmark R Introduction.3 The Path to the Inbox.3 Measuring Inbox Placement.4 Global Inbox Placement.5 Inbox Placement in North America.6 Inbox Placement in Latin America.7 Inbox Placement in Europe.8 Eu

2、rope Inbox Placement by Country.9 - 11 Inbox Placement in Asia-Pacific.12 Asia-Pacific Inbox Placement by Country.13 Capturing Subscriber Level Deliverability.14 Global Inbox Placement at the Top Four Mailbox Providers.14 Inbox Placement Rate by Industry.15 Methodology.16 Learn More About Return Pat

3、h.17 TABLE OF CONTENTS 2 2017 Deliverability Benchmark R 3 2018 Deliverability Benchmark R INTRODUCTION The last 12 months were a busy time for email marketers. GDPR took effect May 25, requiring a thorough review of sending practices and causing many to pare down their subscriber lists. Gmail and o

4、thers made it easier for their users to unsubscribe from email lists, leading to even further reductions in subscriber numbers. Yahoo and AOL consolidated their infrastructure under Verizons Oath umbrella. And Gmail announced a new open platform and native support for AMP for Email, making emails mo

5、re dynamic and interactive. While some of these have created challenges, these changes may actually benefit email marketers over the long term. Despite these seismic changes in the email space, overall deliverability is improving. Globally, inbox placement rose five percentage points compared to the

6、 previous 12 month period. While this trend is good news for email marketers, theres more work to be done15 percent of emails still fail to reach the inbox. In this years annual benchmark report, we take a look at how email gets delivered and how to measure inbox placement. We also explore the 12 mo

7、nth global, regional, and country inbox placement results, as well as inbox placement rates by industry and the top four mailbox providers. GATEWAYSPAM FILTERINBOX BLOCK? NO SPAM? NO YESYES SPAM FOLDERSTOP THE PATH TO THE INBOX 3 2018 Deliverability Benchmark R THE PATH TO THE INBOX Getting to the i

8、nbox entails more than hitting the send button. Below is a representation of the filters each message encounters on its journey. Email that is deemed malicious or untrustworthy is often blocked at the gateway, never reaching either the inbox or the spam folder. For messages that make it past the gat

9、eway, spam filters look at the reputation of the sender, subscriber engagement, and content to decide if they should be placed in the inbox or the spam folder for each subscriber. Emails that make it past both gateway and spam filters are the only ones that reach the inbox. 4 2018 Deliverability Ben

10、chmark R Both sets of data are valuable. However, because they use different inputs, they provide different results. Specifically, inbox placement rates calculated with panel data do not factor in missing or blocked emailsso the resulting inbox placement rate will always be higher. Heres an example

11、using our 2018 inbox placement averages: As you can see, we would get a much different seed data result if we eliminated blocked/missing emails from the calculation. On the pages that follow, global and country specific inbox placement rates are calculated using seed data. We use seed data for these

12、 calculations because it provides excellent coverage with global and regional mailboxes, and allows us to capture information about missing and blocked email. We measure mailbox provider and industry specific inbox placement rates using panel data. This data source provides a more complete view of s

13、ubscriber engagement with the different mailbox providers and industries, and how it impacts inbox placement. By using both seed and panel data, email marketers can get a clearer picture of their deliverability, including how factors like individual blocking and engagement filtering are impacting th

14、eir inbox placement. At Return Path, we use two different sets of data to calculate inbox placementseed data and Consumer Network data (often called “panel data”). Both of these data sources have their strengths and weaknesses, and each provides slightly different deliverability numbers as a result

15、of their different inputs. Using both together provides a more complete, holistic view of your deliverability. Panel data: More than 2 million active users Measure engagement data Only covers Outlook, Yahoo, AOL, and Gmail No missing/blocked emails Seed data: 140+ global and regional mailbox provide

16、rs Measures missing/blocked emails No engagement data Smaller sample MEASURING INBOX PLACEMENT 4 2018 Deliverability Benchmark R Panel data shows placement results generated from real, actively managed email accounts. Through our Consumer Network, we are able to gather this real world email data and

17、 real world information about subscriber engagement. For example, we can see if an email lands in the inbox or spam folder, whether or not the subscriber reads the email, whether they report it as spam, and many other hidden user behaviors. Seed addresses are one of the original methods used to meas

18、ure inbox placement. Have you ever tested an email campaigns deliverability by sending it to your personal email address? Thats similar to how seed addresses work. But at Return Path, we have seed addresses at hundreds of mailbox providers and filters around the world. When marketers send email to t

19、hese seed addresses, our software checks to see if it was delivered and reports whether it went to the inbox or the spam folder. Panel data Period Avg. Global inbox placement rate 91% (see p. 15) Spam rate 9% Missing/blocked rate N/A Seed data Period Avg. Global inbox placement rate 85% Spam rate 6%

20、 Missing/blocked rate 10% 5 2018 Deliverability Benchmark R GLOBAL INBOX PLACEMENT Average global inbox placement increased by five percentage points this year (85 percent versus 80 percent in the previous 12 months). This improvement was consistent throughout the year, with higher year-over-year in

21、box placement in each quarter of the reporting period. The most significant increase came in the second quarter of 2018, when inbox placement rose seven percentage points over the same period last year. 5 2018 Deliverability Benchmark R Inbox placement rateSpam placement rateMissing rate Q3 17Q4 17Q

22、1 18Q2 1812 Month Period 82%5%13%84%6%11%85%6%10%87%5%8%86%6%9% Inbox placement change Spam placement change Missing change +5%-4%-1% *Due to rounding, some placement calculations will be slightly over or under 100% 6 2018 Deliverability Benchmark R INBOX PLACEMENT IN NORTH AMERICA North America saw

23、 above average improvement in deliverability, although their overall results still fell short of the global average. Improved deliverability in North America was driven largely by increased inbox placement in the United States. Messages sent to US subscribers reached the inbox an average of 83 perce

24、nt of the timean increase of six percentage points over the previous period. Further north, senders experienced more challenges in reaching Canadian subscribers with a slight decline in inbox placement from the previous period. However, the average inbox placement rate to Canadian mailboxes of 89 pe

25、rcent exceeded the global average. 6 2018 Deliverability Benchmark R Inbox placement rateSpam placement rateMissing rate Q3 17Q4 17Q1 18Q2 1812 Month Period 82%6%12%82%6%11%84%6%10%86%6%8%86%6%8% UNITED STATES - INBOX PLACEMENT 6% 13%12% 7% 8% 7% 8% 7% 10% 7% 81%81%85%85%83% Inbox placement rate Spa

26、m placement rate Missing rate Q3 2017Q4 2017Q1 2018Q2 201812 Month Period +6%-1%-6% % Change: CANADA - INBOX PLACEMENT 2% 9%10% 3% 7% 3% 8% 3% 9% 3% 89%88%91%89%89% Inbox placement rate Spam placement rate Missing rate Q3 2017Q4 2017Q1 2018Q2 201812 Month Period -1%+1%+2% % Change: Inbox placement c

27、hange Spam placement change Missing change +6%-5%-1% 7 2018 Deliverability Benchmark R Inbox placement for countries in the Latin America region dropped three percentage points this period for an average of 78 percent. Argentina, Brazil, and Mexico all experienced declines in inbox placement from th

28、e previous period. Only Mexico was able to achieve deliverability above the global average. INBOX PLACEMENT IN LATIN AMERICA 7 2018 Deliverability Benchmark R ARGENTINA - INBOX PLACEMENT 0% 34%34% 0% 11% 0% 9% 0% 22% 0% 66%66%89%91%78% Inbox placement rate Spam placement rate Missing rate Q3 2017Q4

29、2017Q1 2018Q2 201812 Month Period -6%0%+6% % Change: BRAZIL - INBOX PLACEMENT 11% 11%12% 16% 10% 17% 10% 13% 11% 14% 77%72%73%77%75% Inbox placement rate Spam placement rate Missing rate Q3 2017Q4 2017Q1 2018Q2 201812 Month Period -4% +4%0% % Change: MEXICO - INBOX PLACEMENT 7%3% 2% 12% 2% 10% 3% 8%

30、 3% 9% 90%86%88%89%88% Inbox placement rate Spam placement rate Missing rate Q3 2017Q4 2017Q1 2018Q2 201812 Month Period -1%+3%-3% % Change: Inbox placement rateSpam placement rateMissing rate Q3 17Q4 17Q1 18Q2 1812 Month Period 79%10%11%75%14%11%78%12%10%78%14%8%80%11%9% Inbox placement change Spam

31、 placement change Missing change0%+3%-3% 8 2018 Deliverability Benchmark R INBOX PLACEMENT IN EUROPE Deliverability to European mailboxes rose slightly to an average inbox placement rate of 86 percent just above the global average. Marketers sending to consumers in Greece, Portugal, and Norway had E

32、uropes the highest inbox placement at 93 percent, while Austrian mailboxes saw the lowest inbox placement of any European country (79 percent). Marketers sending to mailboxes in Ireland made huge advances in deliverability with an increase of 15 percentage points for a new average of 92 percent inbo

33、x placement. Meanwhile, mailboxes in Denmark and the Czech Republic saw the largest decline in deliverability among European countries (three percentage points below the previous period). 8 2018 Deliverability Benchmark R Inbox placement rateSpam placement rateMissing rate Q3 17Q4 17Q1 18Q2 1812 Mon

34、th Period 5%10%5%10%85%5%11%86%5%9%87%5%9%85%86% Inbox placement change Spam placement change Missing change +3%-2%0% 9 2018 Deliverability Benchmark R EUROPE INBOX PLACEMENT BY COUNTRY AUSTRIA - INBOX PLACEMENT 12% 12%10% 11% 8% 11% 6% 12% 9% 12% 76%78%81%82%79% Inbox placement rate Spam placement

35、rate Missing rate Q3 2017Q4 2017Q1 2018Q2 201812 Month Period +14% +2% -16% % Change: BELGIUM - INBOX PLACEMENT 0%9% 0%8% 91%92% 0%9% 91% 0%10 % 90% 0%9% 91% Inbox placement rate Spam placement rate Missing rate Q3 2017Q4 2017Q1 2018Q2 201812 Month Period -2%0%+2% % Change: CZECH REPUBLIC - INBOX PL

36、ACEMENT 5%3% 3% 7% 4% 7% 3% 11% 3% 8% 91%89%89%86%89% Inbox placement rate Spam placement rate Missing rate Q3 2017Q4 2017Q1 2018Q2 201812 Month Period -3%+5%-2% % Change: DENMARK - INBOX PLACEMENT 7% 8%3% 11% 3% 9% 7% 9% 5% 9% 86%86%87%84%86% Inbox placement rate Spam placement rate Missing rate Q3

37、 2017Q4 2017Q1 2018Q2 201812 Month Period -3%+5%-2% % Change: FRANCE - INBOX PLACEMENT 5% 14% 11% 4% 81%85% 10% 4% 86% 11% 4% 85% 12% 4% 84% Inbox placement rate Spam placement rate Missing rate Q3 2017Q4 2017Q1 2018Q2 201812 Month Period +2%0%-3% % Change: GERMANY - INBOX PLACEMENT 9% 6% 85% 8% 6%

38、86% 16% 8% 76% 11% 5% 84% 11% 6% 83% Inbox placement rate Spam placement rate Missing rate Q3 2017Q4 2017Q1 2018Q2 201812 Month Period +4%-2%-2% % Change: 9 2018 Deliverability Benchmark R 10 2018 Deliverability Benchmark R 10 2018 Deliverability Benchmark R EUROPE INBOX PLACEMENT BY COUNTRY GREECE

39、- INBOX PLACEMENT 0%5%1%5% 94%94% 1%6% 93% 1%10 % 89% 1%7% 93% Inbox placement rate Spam placement rate Missing rate Q3 2017Q4 2017Q1 2018Q2 201812 Month Period +5% +1%-6% % Change: IRELAND - INBOX PLACEMENT 0%6%1%6% 93%93% 1%8% 91% 1% 9% 90% 1%7% 92% Inbox placement rate Spam placement rate Missing

40、 rate Q3 2017Q4 2017Q1 2018Q2 201812 Month Period +15% +1% -16% % Change: ITALY - INBOX PLACEMENT 9% 8% 83% 4% 7% 89% 7% 10% 83% 12% 7% 81% 8% 8% 84% Inbox placement rate Spam placement rate Missing rate Q3 2017Q4 2017Q1 2018Q2 201812 Month Period -2%+4%-2% % Change: NETHERLANDS - INBOX PLACEMENT 7%

41、 10% 83% 7% 9% 84% 7% 9% 84% 7% 10% 83% 7% 10% 83% Inbox placement rate Spam placement rate Missing rate Q3 2017Q4 2017Q1 2018Q2 201812 Month Period +12% -3%-10% % Change: NORWAY - INBOX PLACEMENT 0%6% 94% 0%8 % 92% 0%7% 93% 0%7% 93% 0%7% 93% Inbox placement rate Spam placement rate Missing rate Q3

42、2017Q4 2017Q1 2018Q2 201812 Month Period +8%0%-8% % Change: PORTUGAL - INBOX PLACEMENT 0%4% 96% 6% 11% 83% 0%3% 97% 2%3% 95% 2%5% 93% Inbox placement rate Spam placement rate Missing rate Q3 2017Q4 2017Q1 2018Q2 201812 Month Period -2%+2%0% % Change: 11 2018 Deliverability Benchmark R 11 2018 Delive

43、rability Benchmark R EUROPE INBOX PLACEMENT BY COUNTRY RUSSIA - INBOX PLACEMENT 3% 7%10% 2% 12% 2% 9% 2% 90%88%87%89% 8% 2% 91% Inbox placement rate Spam placement rate Missing rate Q3 2017Q4 2017Q1 2018Q2 201812 Month Period +1%-1%-1% % Change: SPAIN - INBOX PLACEMENT 3% 17% 80% 12% 4% 84% 15% 4% 8

44、2% 4% 15% 81% 4% 15% 81% Inbox placement rate Spam placement rate Missing rate Q3 2017Q4 2017Q1 2018Q2 201812 Month Period 0%-2%+3% % Change: SWEDEN - INBOX PLACEMENT 11%1% 2% 6% 4% 8% 3% 8% 89%92%88%90% 3% 5% 92% Inbox placement rate Spam placement rate Missing rate Q3 2017Q4 2017Q1 2018Q2 201812 M

45、onth Period +1% +4%-5% % Change: SWITZERLAND - INBOX PLACEMENT 5% 10% 85% 3% 13% 84% 4% 12% 84% 5% 11% 84% 3% 14% 83% Inbox placement rate Spam placement rate Missing rate Q3 2017Q4 2017Q1 2018Q2 201812 Month Period +9% +2% -10% % Change: UNITED KINGDOM - INBOX PLACEMENT 4% 8% 88% 4% 7% 89% 3%6% 90%

46、 3%7% 90% 4% 7% 89% Inbox placement rate Spam placement rate Missing rate Q3 2017Q4 2017Q1 2018Q2 201812 Month Period +5%-4%-2% % Change: 12 2018 Deliverability Benchmark R INBOX PLACEMENT IN ASIA-PACIFIC Marketers sending to mailboxes in the Asia-Pacific region saw a slight decline in inbox placement with an average rate of 78 percent, compared to 79 percent in the previous reporting period. This result also fell short of the global average for inbox placement. Senders in mailing to Singapore and New