Privacy laws helping Australian email marketing, but more than one in 10 still going astray
Australia is matched only by Germany in the successful delivery of marketing emails but more than one in 10 are still failing to reach their intended target, new research claims, with the tight privacy laws credited for the high figure.
A study conducted by consumer intelligence company Return Path found 89 per cent of marketing emails distributed in Australia arrived in the inbox of recipients, with the remainder ending up in spam or simply “going missing”.
The findings were revealed as Return Path claimed emails remained the most efficient and effective form of electronic marketing, with each dollar spent on it returning more than $40.
However, there are sizeable disparities between industries in Australia with telcos propping up the table with only 45 per cent of emails arriving successfully, while publications delivered only 53 per cent.
We’re constantly surprised at how few marketers know what deliverability is, and why it’s important – thanks for covering this! Most marketers on free or low-cost platforms are using shared IPs, don’t get any service (so no one to tell them the importance of validating or cleaning their customer data, or do it for them), and don’t monitor their sender reputation. They end up paying later though – for sending to people who never open or provide much value, and damaging their ability to send to the people who do matter!