Click on each icon to discover its meaning and explore which industries perform the best (and worst).
The spam placement rate is calculated as the number of emails delivered to the spam folder out of total emails sent.
The distribution & manufacturing, banking & finance, and insurance sectors managed to achieve spam placement below 10 percent. The education/nonprofit/government and social & dating industries had the highest average spam placement, both over 20 percent.
You’ve seen the top and bottom industry performers for each metric. Do you want to dig deeper into even more data and industry insights? Download the complete 2018 Hidden Metrics of Email Deliverability report.
The read rate is calculated as the number of emails that are marked as “read” out of all emails sent.
Earning the highest read rate for the second consecutive year was the distribution & manufacturing sector (57.7 percent). Insurance companies followed in distant second place with a read rate of 39 percent. Business & marketing and education/nonprofit/government marketers struggled to engage subscribers in 2017, with read rates of 15.5 and 15.0 percent, respectively.
The deleted before reading rate measures how often a recipient deletes email without reading it, calculated as the total number of unread emails deleted out of total emails sent.
To go along with its high read rate, the distribution & manufacturing sector saw the lowest deleted before reading rate of any industry studied (5.9 percent). Social & dating companies, which had one of the lowest read rates, saw the second lowest deleted before reading rate (9.0 percent). The household & home improvement, office supplies, and pets industries remained the most actively ignored industries for the second consecutive year, each with deleted without reading rates between 14 and 15 percent.
The reply rate is calculated as the number of replies to your email out of the total of email sent.
Reply rates for commercial emails are unsurprisingly quite low—often less than one response for every thousand emails sent. The telecommunications (2.16 percent) and insurance (1.93 percent) sectors achieved remarkably high reply rates in 2017. Companies in the toys/hobbies/crafts, deals & rewards, and kids & babies industries tied for lowest reply rates at 0.02 percent.
The forward rate is calculated as the number of your emails that are forwarded on to others out of total emails sent.
Insurance companies had the highest forward rate (0.16 percent), followed closely by distribution & manufacturing and telecommunications (0.15 percent each). The only industries that failed to have any of their emails forwarded were deals & rewards and social & dating, which saw a zero percent forward rate in 2017.
The complaint rate is the rate at which subscribers report your messages as spam. It is calculated as the number of “report spam/junk” complaints out of emails sent.
Real estate companies achieved the lowest complaint rate at 0.05 percent, followed by general merchandise and distribution & manufacturing at 0.08 percent. On the other end of the spectrum, the office supplies industry managed to spark quite a few complaints from its subscribers with an average complaint rate of 0.76 percent.
The “this is not spam” rate is calculated as the number of times a subscriber marks your message “this is not spam” or “not junk” out of the number of emails delivered to the spam folder.
The general merchandise sector had the highest average “this is not spam” rate (3.20 percent), followed by flowers & gifts (2.61 percent). The service industry had the lowest “this is not spam” rate, with only 0.53 percent of mail being retrieved from the spam folder.