2019SENDERSCOREBENCHMARK22019SenderScoreBenchmarkreturnpath.comTABLEOFCONTENTSPage3IntroductionPage4PercentageofSendVolumebySenderScoreBandPage5AverageComplaintRatebySenderScoreBandPage6AverageUnkownUserRatebySenderScoreBandPage7AverageSpamTrapCountbySenderScoreBandPage8AverageDeliveredRatebySenderScoreBandPages9-10InboxPlacementRatebySenderScoreattheTopFourMailboxProvidersPage11AverageSenderScoreandInboxPlacementRatebyIndustryPage12BuildingandMaintainingaStrongReputationPage13Methodology©2019ReturnPath,Inc..AllRightsReserved.ReturnPath,andtheReturnPathlogoareregisteredtrademarksofReturnPath,Inc.ThesematerialsmaynotbereproducedordistributedinanywaywithoutthewrittenpermissionofReturnPath,Inc.32019SenderScoreBenchmarkreturnpath.comINTRODUCTIONReachingtheinboxisalwaysachallenge.Whilemarketersmightfeelthatmailboxprovidersarebeingunreasonablystrict,thereisareasonforthis.Thereisalotofbademailbeingsent.Lastyearalonesawover600billionemailsfromspammers.Mailboxprovidershavethesestrictprotocolsinplacenottoblocklegitimatesenders,buttokeepspammersandharmfulcontentoutoftheirusers’inboxes.Toidentifythe“good”fromthe“bad,”mailboxprovidersjudgeanincomingsender’sreputationwhendeterminingwhatemailtoalloworblockfromtheirinboxes.Asender’sreputationiscalculatedusingavarietyofmetrics,andeachmailboxproviderhasitsownformulatojudgewhetherornottoacceptincomingmailandwheretofilterit.MarketerswhoareaimingfortheinboxuseReturnPath’sSenderScoretodiscoverandtracktheirsenderreputationandlearnhowmailboxprovidersperceivetheirmessages.Similartoacreditscore,SenderScoreisanevaluationofyoursendingpracticescomparedtoothersenderstodeterminethequalityofyourmessagesandyouremailprogram.Amarketer’sSenderScoreisexpressedasanumberbetween0and100.SenderScoreusesdatapointsandreputationformulassimilartowhatmailboxprovidersusetogivearelativelyaccuraterepresentationofhowmailboxprovidersviewyouremail.Inthisreport,wewilldiscusssomeofthefactorsthatgointobothSenderScoreandmailboxproviders’reputationcalculation...
