Many email marketing professionals are mistakenly boosting their success rates by counting emails that have been captured in spam filters, it has been claimed.

Data compiled by Return Path has shown that a sixth of legitimate email marketing correspondence fails to reach its target because of this problem, but many professionals are not taking this into account and could therefore be losing out on revenue.

Guy Shelton, vice-president for European sales and service at Return Path, said: “This means consumers won’t get the emails they have requested and won’t be able to deliver revenue to the marketers’ business.”

Indeed, the Direct Marketing Association recently published figures showing that 70 per cent of email recipients feel deliverability is their number one concern.

Meanwhile, Russell Parsons, news editor at Marketing Week, recently claimed the global economic downturn has led to a greater focus on return on investment for direct marketing professionals in recent years.

Related Topics: Email Marketing