Return Path Study Reveals Marketers’ Inbox Placement Rates Continuing to Decline

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Return Path, the global leader in email intelligence, today announced the findings of its Email Intelligence Report, saying marketers account for a startling 70 percent of “this is spam” complaints and 60 percent of all spam traps hits. This is considerably higher than any other source, including botnets which surprisingly account for only three percent of complaints and only 11 percent of spam trap hits. Compared to the same time period last year, U.S. marketers’ inbox placement rates decreased roughly five percent and spotlights the larger trend of stagnant inbox placement rates over the past 10 years. To be distributed quarterly, the Email Intelligence Report identifies common issues email marketers face surrounding inbox placement, performance and reputation management.

“The high rate of marketers sending messages to spam traps underscores just how important it is for companies to keep target lists updated and put email marketing best practices into place,” said George Bilbrey, Return Path co-founder and president. “Oftentimes marketers may feel the return on investment...

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