AFFECTED BY AN AVERAGE OF 7.3% DUE TO HTTPS

To understand the effects that the current HTTPS saturation rate (94%+*) has upon delivery times of in-browser messages, PerfTech compared delivery statistics for 2018 and 2019 at two of its North American ISP customers. To check out the start of this year, we also looked at January of 2020.

ISP 1: ~20M total delivery events analyzed
During the elapsed number of hours, the percent of total deliveries achieved per year were:
Hours 2018 2019 2020 (Jan)
1 32.86% 30.36% 21.14%
6 66.90% 59.33% 55.44%
12 88.27% 78.85% 80.91%
24 93.90% 87.25% 87.55%
Results: From 2018 through 2019, 6.65% fewer deliveries occurred during the first 24 hours
Note: To verbalize the percentages above, read for example that 59.33% of the total number of delivered messages in 2019 displayed in the first 6 hours after the respective message was launched; 87.25% of the total number of delivered messages displayed during the first 24 hours.

ISP 2: Over 5M total delivery events analyzed
During the elapsed number of hours, the percent of total deliveries achieved per year were:
Hours 2018 2019 2020 (Jan)
1 49.16% 24.61% 37.66%
6 74.23% 52.81% 64.58%
12 85.70% 69.29% 78.12%
24 94.02% 84.04% 88.66%
Results: From 2018 through 2019, 10.02% fewer deliveries occurred during the first 24 hours

While these statistics were generated by separate ISPs of differing size, PerfTech’s platform was able to achieve approximately 84-87+% of its total in-browser message deliveries in the first 24 hours after message launch in 2019. While HTTPS has more impact upon delivery times during shorter time windows, by the 24-hour mark, differences narrow. Importantly, PerfTech can achieve an in-browser message delivery upon a single non-HTTPS request. In-browser messaging thus remains a key communication tool for ISPs.

Note: PerfTech makes the following distinction between “reach” and “delivery times”: “reach” refers to the percent of subscribers on a target recipient list who successfully receive a message; “delivery times” refers to
the percent of messages, among all delivered messages, that are delivered in a given time window.

*Google Transparency Report (ongoing) as of January, 2020
https://transparencyreport.google.com/https/overview?hl=en