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Which industries reach the email inbox the most?

Author's avatar By Patrick Kelly 16 Aug, 2017
Essential Essential topic

Chart of the Day: Finance, Manufacturing and Travel Industries reach the email inbox 9 out of 10 times

For email marketers, the prospect of your emails not reaching the inbox has been a consistent worry. Email services for consumers (Gmail, Outlook etc) are always trying to do the best for their users and have protection in place so spammy looking emails don't clog up their inboxes. This level of protection means that 1 in 5 emails don't reach the intended recipient.

In a recent report by Return Path the email delivery experts on average, 85% of emails from all industries globally ever reach the recipient's email inbox.

Banking & finance, distribution & manufacturing, and travel marketers are achieving the best inbox placement rate with 90% or more emails hitting the inbox

On the flip side, automotive, education/nonprofit/government, and social & dating industries are having a harder time reaching their audience with inbox placement rates of less than 78%.

Inbox placement rate by industry

Author's avatar

By Patrick Kelly

I have spent many years working with both B2B and B2C brands to implement data-driven marketing strategies covering paid search, SEO, Social media and marketing automation. You will also find me catching up on the latest Marvel releases or playing the latest RPG.

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