Source: Return Path [download page]
Notes: Roughly 1 in 10 (9%) of commercial emails sent by brands in 2015 were deleted without being read, according to a recent report from Return Path. The incidence of deletion before reading ranged from a low of 5% (for distribution and manufacturing companies) to a high of 14% (for office supplies companies), per the study. There appears to be little seasonality on this metric, with most categories seeing fairly steady rates throughout the year.
The study notes that sectors such as insurance, utilities and telecommunications pair low delete-before-reading reading rates with high read rates, as might be expected. However, social and dating companies have a low delete-before-reading rate despite below-average read rates.
Related: How Often Are Emails Forwarded?
About the Data: The Return Path study is based on global consumer data captured from the Data Cloud. The metrics were calculated based on the activity of over 2.5 million consumer panelists and more than 3.5 billion commercial email messages received between January 1, 2015 and December 31, 2015.