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.
