Spamcop Tops List of E-Mail Deliverability

In a study on e-mail deliverability released this week that produced surprising results, ISP delivered the highest percentage of opt-in business e-mails while Google's Gmail was near the bottom of the list.

E-mail marketing firm Lyris Technologies, Berkeley, CA, found that ISPs with the highest delivery rates to inboxes of customers who requested e-mails from businesses and nonprofit groups were, at 97.3 percent of e-mails; CompuServe, which delivered 96.7 percent; and RoadRunner, 96.4 percent.

Lyris executives were surprised that Gmail was nearly last on the list, expecting it to be more sophisticated at differentiating legitimate e-mail from spam, said Shannon Coulter, marketing manager at Lyris. Gmail delivered only 79.1 percent of e-mails and filtered 16 percent of delivered messages.

"From a business perspective, if an e-mail gets filtered, it may as well have never arrived," Lyris general manager Luis Rivera said.

Average deliverability among ISPs to inboxes of customers who requested e-mails was 88.5 percent in the first quarter, Lyris found after examining 21,000 opt-in e-mails.

Spamcop was among the top deliverers in the first quarter because it sent the requested e-mail to the customer's inbox without mislabeling it as spam, Lyris found.

" has one of the highest inbox deliverability scores," Rivera said. "There's an organization that's obviously deeply committed to fighting spam but also knows how to distinguish between legitimate e-mails and unwanted ones."

Meanwhile, Google contacted Lyris to learn how it can be more sophisticated in differentiating spam from opt-in e-mail, Coulter said. Other ISPs are also working to differentiate between the two, she added.

Christine Blank covers online marketing and advertising, including e-mail marketing and paid search, for DM News and To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting

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