European Internet Service Providers (ISPs) achieved an email inbox deliverability rate of 91 percent compared to 87 percent for ISPs in the U.S. during the second quarter of 2006. Using its EmailAdvisor deliverability monitoring service, email marketing company Lyris Technologies, lyris.co.uk, revealed this finding in its quarterly ISP deliverability report, as the company continues to highlight the issue of email deliverability.
However, despite European ISPs performing better, their results are down 3 percent from the previous quarter, while U.S. rates have increased to 87 percent, from 82 percent previously. Another key statistic was the incidence of false positive spam filtering – 3.3 percent of valid email messages are wrongly blocked by U.S. ISPs in contrast to 0.075 percent in Europe.
Andrew Robinson, managing director of Lyris UK, comments: “We invest a lot of time and effort to help our customers understand and implement the principles of good email marketing and maximise the effectiveness of their electronic campaigns. However, it’s also important to look at the other side of the coin, and Lyris’ ISP deliverability report cards act as a consistent industry monitor to draw attention to other reasons for the non-delivery of email. Here, ISPs must shoulder their share of responsibility to ensure that emails are delivered correctly, thereby proving the potential of the medium.”