GMAIL Priority

Wonder if these statistics prompted Gmail to create the priority tabs? If so, I wonder what the statisitcs will look like in the second half of 2013. Also, why is it that we must help Gmail prioritize what emails go under which tab. I wonder if there is some sort of business plan or way to make money that online firms and/or google will see that will enhance the "priority" feature.

by Ayaz Nanji |

August 5, 2013

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Nearly a quarter (22%) of opt-in marketing emails never made it to inboxes in the first half of 2013, according to a recent study by Return Path.
Based on a sample of nearly 1 trillion messages sent worldwide, the report found that 18% of all email messages sent with subscribers' permission either were blocked or went missing, and another 4% were delivered to spam or junk folders.
Below, additional key findings from the Email Intelligence Report: Placement Benchmarks 2013.

Global Trends

• Inbox Placement Rates (IPR)—the percentage of sent email delivered to addressees' inboxes—declined globally by 4% since 2012, according to the report.
• The Asia-Pacific region led the worldwide decline, slipping to an IPR of 64%.
• On the other hand, American senders slightly improved their IPR to 86%.
• European marketers had an IPR of 80%, lower than their North American counterparts, despite improvements in Germany and France.
• In South America, Brazilian marketers continued to struggle to reach subscribers, losing more than 40% of their email to blocking or spam folder delivery.

Rates by Industry

• Several large industries, including retail, posted meaningful IPR gains in 2013.
• Social networks' IPR declined to 75%.
• Non-profit organizations improved their global IPR dramatically in 2013, placing 90% of their messages in subscribers' inboxes.

Gmail

• 86% of American senders' messages reached the Gmail inbox.
• Reaching Gmail inboxes was far harder for senders from Brazil (53% IPR).
• Only 7% percent of all Gmail messages were routed to the Priority Inbox.
• Finance-related mail (17%) was more than twice as likely to reach Gmail's Priority Inbox, whereas social networks' mail (5%) was the least likely among major categories.
• Messages that were part of an active conversation, either replies (24%) or forwards (11%), also reached the Priority Inbox more often.
• Any message categorized as a "statement" was far more likely to reach the Priority Inbox (26%), but only 5% of those identified as "coupons" were found there.

About the research: The report was based on an analysis of nearly 1 trillion messages sent through more than 150 mailbox providers during the first six months of 2013.


Read more: http://www.marketingprofs.com/charts/2013/11327/billions-of-opt-in-emails-not-reaching-inboxes#ixzz2bsuHW4TA
Read more: http://www.marketingprofs.com/charts/2013/11327/billions-of-opt-in-emails-not-reaching-inboxes#ixzz2bstgMmXK