Top Internet service providers and web-based e-mail providers blocked delivery of 21% of permission-based e-mails to consumers during the first half, according to a new deliverability study from Return Path. In 2004, 22% of permission-based e-mail was not delivered to consumers.
The levels of e-mails blocked ranged from 1% to a high of 54% for mailers, according to Return Path. On an ISP basis, the non-delivery rates ranged from 8% to 39%.
Companies experienced the best delivery rates at Mac.com, which only blocked or filtered 8% of messages, and Earthlink and USA.net, which each blocked 10%, Return Path said. Excite and Gmail blocked or filtered the most permission-based e-mail (39%), followed by MSN (33%) and Hotmail (32%).
Return Path based its study on a sample of 140,000 campaigns sent by clients between January and June. It monitored ISPs that handle more than 85% of the mailing lists for most corporate mailers.
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