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Spam gets canned by ISPs
Thursday 30th September 2010, by Daniel King
Two in ten spam emails go missing in delivery, according to new research.
Return Path's twice-yearly European Email Deliverability Benchmark Report has found that 17.8 per cent of emails land in spam folders.
This is actually a decline on figures from six months ago, when only 14.6 per cent of emails disappeared.
The email delivery service monitored over 500,000 email campaigns in the first six months of the year.
Internet service providers are thought to block 13.6 per cent of emails.
In total, European email accounts receive only 82.2 per cent of "legitimate" marketing emails, the findings show.
France has been the most successful in blocking unwanted emails from marketers – around 8.8 per cent of emails are blocked by ISPs.
While Germany's ISPs are the least protective, accounts mark around one in ten (9.3 per cent) emails as spam.
In the UK, around six per cent of emails are marked as spam, with 7.4 per cent blocked by ISPs.
Guy Shelton, the vice-president of European sales and service at Return Path, believes it is up to marketers to improve practices in order to avoid campaign fatalities.
He commented: "ISPs are battling extremely hard to protect their customers from the scourge of spam.
"If a company receives too many spam reports about emails requested by their customers then all the emails they send will be affected."
Demon was the most successful in blocking spam – more than a quarter (27.1 per cent) of marketing messages are rejected by the provider.
AOL was the most marketer-friendly, only clocking up a rejection rate of 4.1 per cent.
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