Email Delivery - Reputation is King 83% of the Time

A recent Return Path study shows that 83% of email delivery problems (blocking and filtering) are the result of reputation issues, not content. 

The study, based on 550 email campaigns, shows that sender reputation causes 77% of delivery failures, while an additional 6% are triggered by the reputation of domains included in the email content and and only 17% being related to factors such as words, fonts, images, or spelling. 

Return Path tracked 21 major North American ISPs for its study. Notably, 5 of the leading ISPs showed reputation to be 100% of the reason behind non-delivery. Of the ISPs that showed content to be a significant filtering trigger, 89% are known to use Brightmail. Complaints and spam traps are major components of reputation. 

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