Permission-Based Email Delivery Rates Are on the Rise by www.thehostingnews.com

Permission-Based Email Delivery Rates Are on the Rise

February 28th, 2006 By: Hosting News

Emeryville, California – (The Hosting News) – February 28, 2006 – A leading provider of email marketing solutions, Lyris Technologies, has announced its finding of improved delivery of permission-based email messages among major U.S. and European Internet Service Providers (ISPs) and Email Service Providers (ESPs).

According to Lyris, the combined average gross deliverability rate for permission-based emails rose by 2 percent, from 87 percent (in Q3) to 89 percent in Q4 2005. While European providers still lag overall, they are improving deliverability more quickly than U.S. providers. The company published its findings today as part of its quarterly ISP Deliverability Report Card, documenting the delivery rates of over sixty-thousand requested email messages sent to accounts at major ISPs and ESPs worldwide.

Dave Dabbah, Director of Marketing, Lyris Technologies, Inc. stated, ”Even though email best practices range from country to country, European providers are improving deliverability more quickly, blocking 3 percent less email in Q4 2005 compared to Q3 2005, as opposed to U.S. providers which have improved gross deliverability only 1 percent in Q4 2005.”

Lyris also found that users with addresses with one of the top ten U.S. providers were 21 percent more likely to receive their opt-in email in their inbox than those who used one of the bottom ten providers: 97.5 percent versus 76.4 percent (see Figure 1 below).

The only note of concern in the report was an increase in false-positive spam filtering by Yahoo domains in Europe. However, Yahoo was the sole European Union provider to see an increase in these legitimate emails being filtered as spam. This increase caused the average for all false-positive spam filtering to increase from 1.2 percent to 2.6 percent in Q4 2005.

Mr. Dabbah noted, ”The false-positive spam filtering by Yahoo Europe could herald the adoption of more aggressive filtering practices by other European ISPs and ESPs. On the other hand, it also might encourage more email marketers to improve senders’ content, mailing history, list hygiene, and other factors to improve deliverability to lessen the incidence of false-positive filtering.



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1. Top Ten U.S. Domains Q4, by Gross Deliverability

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                            % Emails   % Emails    % Emails % of False

                # Emails   Delivered        Not   Delivered   Positive

Domain              Sent       Gross  Delivered       Inbox  Filtering

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peoplepc.com        1024       99.51       0.49       99.51          0

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earthlink.net       1536       99.35       0.65       99.35          0

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yahoo.com           1536       99.28       0.72       96.81       2.47

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gmail.com           1536       98.76       1.24       97.59       1.17

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usa.net             1536       97.98       2.02       97.98          0

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knology.net         1536       97.40        2.6       97.40          0

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juno.com            1536       97.33       2.67       97.33          0

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socal.rr.com        1536       96.68       3.32       96.68          0

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cs.com              1536       96.48       3.52       96.48          0

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mac.com             1536       95.77       4.23       95.77          0

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Earthlink joined the ranks of the top ten domains by dramatically improving deliverability in Q4 by 5 percent to become the second-best ISP for gross and inbox deliverability. Knowlogy and Mac.com also joined the top-ten-delivering ISPs, improving deliverability by 3 percent and 2 percent respectively. False-positive filtering by CNC.net remains high, but decreased 24 percent over 2005. Gmail has also reduced false-positive filtering 15 percent from Q1 2005. Hotmail’s false-positive filtering has nearly tripled, from 5.3 percent in Q1 to 15.7 percent in Q4 (see Figures 2 and 3 below).

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2. Top Ten U.S. Domains Q4, by Inbox Deliverability
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% Emails % Emails % Emails % of False
# Emails Delivered Not Delivered Positive
Domain Sent Gross Delivered Inbox Filtering
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peoplepc.com 1024 99.51 0.49 99.51 0
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earthlink.net 1536 99.35 0.65 99.35 0
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usa.net 1536 97.98 2.02 97.98 0
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gmail.com 1536 98.76 1.24 97.59 1.17
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knology.net 1536 97.40 2.6 97.40 0
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juno.com 1536 97.33 2.67 97.33 0
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yahoo.com 1536 99.28 0.72 96.81 2.47
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socal.rr.com 1536 96.68 3.32 96.68 0
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cs.com 1536 96.48 3.52 96.48 0
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mac.com 1536 95.77 4.23 95.77 0
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3. False Positive Filtering Trends Among U.S. Domains, Q3 to Q4
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Q1 Rate Q2 Rate Q3 Rate Q4 Rate
of False of False of False of False
Positive Positive Positive Positive Recent
Domain Name Filtering Filtering Filtering Filtering Trend
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cnc.net 61.7 43.1 42.47 37.43 down
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hotmail.com 5.3 5.6 9.41 15.69 up
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gmail.com 16 4.1 7.17 1.17 down
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sbcglobal.net 8.1 1.3 0.72 2.73 up
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yahoo.com 8.8 1.3 0.54 2.47 up
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Mr. Dabbah added, ”However, even the most impressive delivery statistics can hide deliverability problems because there are of course many legitimate reasons why email messages can’t be sent. People switch jobs or change ISPs and don’t bother to update their email address with everyone. But to really know why individual recipients aren’t getting your mail, you need to look at the rejection messages too.”

From a period beginning October 1, 2005 and ending December 31, 2005, the Lyris EmailAdvisor service monitored the full delivery trajectories of 60,928 production-level, permission-based email marketing messages (non-discussion) sent from 49 different businesses and non-profit organizations to multiple accounts at 40 ISP and ESP domains in the United States and Europe.

The messages chosen represented a cross-section of legitimate publishing activities. Examples of email publications monitored by the study include a weekly event bulletin of a metropolitan wine tasting club, the official newsletter of a professional sports team, and a non-profit’s monthly digest of advances in the treatment of neurological disease. Retail publishers included a national electronics retailer, a swimwear manufacturer, and an online bookseller, among many others. In all cases, the recipient addresses to which the publications were sent had made an explicit “opt-in” request to receive the messages.

To obtain a copy of the complete report, please visit: href="http://www.lyris.com/resources/reports/"
target=_blank>www.lyris.com/resources/reports/.

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