Understanding Email Marketing Deliverability Rates

Email marketing deliverability rates are an essential factor in the success of any email marketing campaign. It is a crucial metric for email marketers since it indicates the efficacy of campaigns.

In this article, we’ll explore factors affecting your email deliverability and how to improve deliverability rates.

What Is Email Deliverability?

Email deliverability rate measures an email campaign’s success in delivering messages to intended recipients. It reflects the percentage of emails accepted and successfully delivered by the recipient’s mail server.

It considers bounces, blocks, and other factors that could prevent successful delivery.

The higher the deliverability rate, the better chance a sender has for their message reaching its destination. Sending too many emails in a short period can also hurt your deliverability rate.

If you send out too many messages, ISPs (Internet Service Providers) may consider it spam and ban your emails.

How Does Email Deliverability Work?

Email deliverability is the process of ensuring that emails sent from a sender reach their intended recipient. It involves several steps, including verifying the email address, checking for spam filters, and ensuring the correct message format.

The first step in email deliverability is to verify the email address. This ensures that the email address belongs to an actual person or business. If it doesn’t, the server will reject the email. To do this, senders use tools such as double opt-in forms and CAPTCHA codes.

Spam filters are designed to block unwanted emails from reaching recipients’ inboxes. If your emails contain words or phrases that look like they could be spam, the filters will stop them from reaching the recipient’s inbox. It is essential to avoid this issue by using language that isn’t flagged as potentially suspicious.

All components—sender address, content formatting, DNS records, authentication procedures, etc.—must be proper and optimized to maximize deliverability.

What Is a Good Email Deliverability Rate?

It’s a fact that nowadays, a company’s email list size isn’t the most crucial factor when choosing to promote using email. You could have a million email addresses to send your messages to, but it won’t matter if no one wants what you’re selling.

Email deliverability varies so widely that coming up with a single figure to describe it is difficult. Data shows that just 79% of commercial emails reach their intended inboxes.

Marketers strive for a 100% deliverability rate, but as this seldom occurs, they consider a rate of 95% satisfactory. A spam rate of over 0.08% or a bounce rate of around 3% indicates that your website isn’t being properly managed.

What Factors Affect Email Deliverability?

Email deliverability is affected by a variety of factors. These include the quality of your email list, the content of your emails, and how you manage your sending reputation.

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Photo by Solen Feyissa on Unsplash

1. Quality of Email List

The quality of your email list can significantly impact your deliverability rate. If you send to an old or outdated list, many of those emails may bounce back as undeliverable.

This will hurt your sender’s reputation and make it more difficult for future emails to reach their intended recipients. It’s essential to keep your list up-to-date with accurate contact information.

2. Content of Emails

The content of your emails can also have a significant effect on email deliverability. If your messages include words or phrases commonly associated with spam, they may be flagged as such and blocked by ISPs.

Be sure to avoid these types of words and use clear language instead. Additionally, you should always provide an easy way for subscribers to unsubscribe from your list if they choose to do so.

3. Managing Sending Reputation

Finally, how you manage your sending reputation will affect how well your emails get delivered. To build a good reputation, you must keep your sender domains clean and limit the number of emails you send daily.

You should also take steps to ensure that your emails are opened, read, and responded to by recipients. Monitoring deliverability rates and making required modifications will help more of your emails reach their targets.

How to Improve Email Marketing Deliverability Rates

Improving your email deliverability rate is essential for successful email marketing campaigns. Here are some tips to help you get the most out of your emails:

1. Use a Reputable ESP

It is essential to use a reputable email service provider (ESP). An ESP will ensure that your emails reach their intended recipients and don’t end up in spam folders.

2. Check Your List

Make sure your list is clean and up-to-date. Remove inactive or invalid addresses from your mailing list, as these can hurt your deliverability rate.

3. Email Personalization

Email personalization is a great way to increase deliverability and enhance your email marketing results. Personalize your emails with relevant content. This will make it more likely that people will open and read them.

4. Monitor Your Bounce Rates and Unsubscribe Rates

If either of these numbers starts to rise, it could mean your emails are being marked as spam. Ensure you regularly update your content and targeting to keep your list engaged.

To ensure good email deliverability rates, following best practices for sending emails is essential.

Ensure your email list consists of people who have opted in to receive messages from you. Send emails at regular intervals and with an appropriate frequency. Remember to include a clear opt-out option so recipients can easily unsubscribe if they don’t want to hear from you anymore.

Following these tips should help you maintain high deliverability rates for your email campaigns.


Email marketing deliverability rates measure how many emails are successfully delivered to their intended recipients. To ensure your emails reach their intended recipients, you must understand how it works and what affects it.

You must maintain a clean contact list, employ authentication mechanisms like SPF and DKIM, and follow email best practices to increase email deliverability.

Abir is a data analyst and researcher. Among her interests are artificial intelligence, machine learning, and natural language processing. As a humanitarian and educator, she actively supports women in tech and promotes diversity.

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