2%
2% -- acceptable unknown user error rate for Email marketing campaigns (unknown-user delivery errors, per Return Path) (2022)
According to Return Path, up to 2% of delivery errors related to unknown users per email marketing campaign is considered acceptable.
- Attributed to Return Path guidelines/benchmarks; error rates above 2% begin to harm sender reputation.
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Return Path benchmark cited by Portal EMKT: up to 2% unknown-user errors per campaign is considered acceptable, and rates above 2% begin to harm sender reputation. Article is undated; vintage set to the 2022 crawl year. Original Return Path publication date unknown.
<blockquote cite="https://lighthousedata.io/data/acceptable-unknown-user-error-rate-email-campaigns" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>2%</strong> -- acceptable unknown user error rate for Email marketing campaigns (unknown-user delivery errors, per Return Path)<br><small>Source: Return Path (2022) · <a href="https://lighthousedata.io/data/acceptable-unknown-user-error-rate-email-campaigns" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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