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250ok Finds Inbox Placement Improving Worldwide, but Spam Placement Remains Largely the Same
[April 04, 2018]

250ok Finds Inbox Placement Improving Worldwide, but Spam Placement Remains Largely the Same

A new report published today by 250ok, a leader in advanced email analytics for deliverability, design, DMARC and engagement, found the global trend of delivery data increased over the last eight quarters, with a growth of 4 percent inbox placement. Missing emails saw a decrease of 5 percent, while spam folder placement remains rather stable with less than 1 percent change.

Of the global seed accounts 250ok studied, Canada was the only country with a dip in email deliverability, as the 3-year transition period for Canada's Anti-Spam Legislation (CASL) came to an end and marketers cleaned their lists of older implied consents. Email deliverability in both the United States and United Kingdom saw a 4 percent increase in inbox placement.

The inaugural benchmark report highlights the global view of Inbox Placement Rates (IPR) for marketing campaigns sent in 2016 and 2017. 250ok reviewed the histrical reporting of nearly 1 million seed-based tests to provide a quarter-over-quarter view of email message delivery to seed accounts in North America, the European Union, Russia, Brazil, Oceania and China.

"Email seed lists are a control group modeling unbiased mailbox behavior," said Paul Midgen, 250ok advisor and former Microsoft (News - Alert)/Hotmail senior program manager. "They provide a valuable data point because Gmail, Outlook, and every other major ISP have different global filtering behaviors."

In terms of webmail provider growth, Office 365 saw the largest year-over-year growth, followed by Yahoo. Gmail and Google apps also continue to grow at a moderate rate, while Hotmail and AOL (News - Alert) saw significant loss in footprint.

"Over the last year, Verizon's email platform migrated to AOL in 2017 and migrated to Office 365's infrastructure," said Tim Moore, vice president of customer solutions at 250ok. "We anticipate marketers will need to be mindful of the impact on reputation filters and how delivery protocols might affect deliverability."

To download the Global Benchmark Report (Q1 2018) in its entirety, or to learn more about 250ok, please visit

About 250ok

250ok focuses on advanced email analytics, insight and deliverability technology to power a large and growing number of businesses and higher education email programs ranging from clients like Pinterest, eHarmony and Marketo (News - Alert), who depend on 250ok to cut through big data noise and provide actionable, real-time analytics to maximize email performance. For more information, visit

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