Nearly two-thirds of businesses say email deliverability is hurting revenue
More than half of businesses say landing in the spam folder is their biggest barrier to reaching the inbox.
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Businesses spend an average of 26.6% of their marketing budget on email, but many aren’t optimizing for inbox placement, according to a report from Kickbox.
Nearly two-thirds of businesses (64.6%) say inboxing issues have directly impacted revenue or customer retention, the report found.
Kickbox found spam filtering is the top inbox barrier for 60.3% of businesses, making it the most urgent challenge for marketers to tackle. Only 23.6% verify their email lists before every campaign, leaving brands vulnerable to bounces, spam traps, and low engagement.
Another important aspect of email list hygiene is checking email addresses submitted via online forms. Roughly 9% of emails entered on webforms are invalid, the report found, meaning nearly 1 in 10 potential leads are fake, mistyped or undeliverable.
Dig deeper: Email deliverability: What you need to know
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Mike Pastore is the Head of Content & Media at Third Door Media, the publisher of the Martech and Search Engine Land websites and the producer of the SMX and MarTech Conferences. In nearly three decades in B2B marketing, Mike has worked as an editor, writer, and marketer. He first wrote about marketing in 1998 for internet.com (later Jupitermedia). He then worked with marketers at some of the best-known brands in B2B tech, creating content for marketing campaigns at both Jupitermedia and QuinStreet. Prior to joining Third Door Media as the Editorial Director of the MarTech website, he led demand generation at B2B media company TechnologyAdvice.
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