In a striking study by Return Path, contrary to what most email marketers think, 77.3 percent of email delivery issues are related to reputation and not to content.
George Bilbrey, VP and general manager of Return Path's Delivery Assurance division said, "Notably, with six of the primary ISPs, the rates of reputation filtering were even higher - at 97 to 100 percent."
Other concerns like spelling, coding and certain words like "free," account for around 17 percent of the delivery issues. Overall it's just under 20% of legitimate delivery's that are not getting through.
Another interesting finding was that the top 5 ISPs said that the number was literally 100 percent connected to reputation being the deciding factor in email delivery.
I think we hear the message loud and clear: reputation matters! Everything we do needs to be done with integrity and quality.
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