Many senders believe that their email campaigns are achieving a 95 to 98 delivery rate.

However, as our latest Email Deliverability Benchmark Report clearly illustrates, senders still do not have the correct data to accurately determine true ROI, said George Bilbrey, President and Cofounder, Return Path. If senders and ESPs count only their hard bounces as emails that failed to reach consumers, theyre not getting an accurate metric as to how many emails actually made it into subscriber inboxes. Ultimately, only emails that reach a subscribers inbox can be opened, clicked and converted into a loyal and active customer. Remember, sent minus bounce does not equal delivered.