There’s some good news on the email marketing front. Email deliverability rates are improving!

According to a recent Return Path study, 2018 Deliverability Benchmark, inbox placement (85%) rose five percentage points globally, compared to the previous 12-month period (80%). But it cautions email marketers – there are still 15% of emails that still fail to reach the inbox.

First, let’s see how your emails get to recipients’ email inboxes.

Return Path 2018

“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 gateway, 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.”

-Return Path 2018 Deliverability Benchmark Report

Although the study includes worldwide regions, let’s examine how North America fared. Together, overall results from Canada and the U.S. were short of the global average yet experienced an above average improvement in deliverability thanks to American increased inbox placement.

It appears that Canadian email marketers faced some challenges with a slight decline in inbox placement from the previous period.

Return Path 2018 Deliverability Benchmark Report

As for results by industry, they all saw an increase in inbox placement compared to the previous period.

Return Path 2018 Deliverability Benchmark Report

So, what can you do to improve your email deliverability rate?

Check out this helpful guide from SendPulse.