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.”