What percentage of emails sent by businesses are viewed by consumers? What share of messages end up in spam folders, on average?
To find out, Return Path examined the activity of more than 2.5 million consumer panelists and data from 3.5 billion commercial email messages received between January 1, 2015 and December 31, 2015.
The average read rate (i.e., the percentage of emails viewed rather than sent to spam or immediately deleted, archived, ignored, etc.) was 14% across all industries in 2015, the analysis found…
