Average Email Deliverability Rate: The Importance of Rates and Statistics 

Average Email Deliverability Rate: The Importance of Rates and Statistics

Email Delivery Rate Vs. Deliverability Rate

Average email deliverability rates is 87.33%. Email deliverability rates are important because they measure the percentage of emails that are successfully delivered to the intended recipient’s inbox. A high deliverability rate means that your emails are more likely to be seen and read by your subscribers, which can lead to better marketing results, stronger customer relationships, and a healthier brand reputation.

Here are some of the most reputable and trusted data sources on the average email deliverability rate in 2023:

  • EmailToolTester (June 2023): 83-89%
  • Validity (2023): 86%
  • Mailgun (2023): 95% for transactional emails, 95% for marketing emails.
To calculate the cumulative average email deliverability rate, I took the average of these three data points, which is 87.33%.
Methodology for Measuring and Calculating Email Deliverability Rate

Email deliverability rate is measured by tracking the percentage of emails that are successfully delivered to the recipient’s inbox. This can be done by sending test emails to a variety of email addresses and tracking how many of those emails are delivered.

Another way to calculate email deliverability rate is to use an email analytics platform. These platforms track the performance of your email campaigns and provide metrics such as open rate, click-through rate, and bounce rate. You can use this information to calculate your email deliverability rate by dividing the number of emails delivered by the total number of emails sent.

h

Table of Contents

Average Email Deliverability Rates

How to Measure and Monitor Deliverability

Inbox Placement and Deliverability Tools

Conducting Tests and Interpreting Results

What is Email Deliverability?

Difference between Email Delivery Rate and Email Deliverability

How Email Deliverability Rate Affect Relationships with Customers

Impact on Marketing Results

Relationship with Subscribers

Brand Reputation

Factors Affecting Email Deliverability

Sender Reputation

IP Reputation

Email Authentication Practices

Email Sending Frequency and Volume

Spam Complaints

List Hygiene Practices

Recipient Behavior

Email Content and Subject Line

Checklist for Higher Email Deliverability

Pre-send Deliverability Checklist

Post-send Deliverability Checklist

Effective Strategies for Improving Email Deliverability

Use of AMP Emails

Monitor and Optimize Sender Reputation

Implement Email Authentication

Improve List Hygiene

Test and Optimize Email Content

Tools for Improving Email Deliverability

Mailmodo

Email Validation Services

The Impact of Marketing Emails on Deliverability

How Marketing Emails Influence Deliverability

Tailoring Your Marketing Email Campaigns for Better Results

Ensuring Messages Reach Your Recipients

The Role of Recipients in Deliverability

Strategies to Ensure Messages Reach the Inbox

Frequently Asked Questions

What is a good deliverability rate for email?

Is 50% email open rate good?

What is the average email spam rate?

What is a good email open rate 2023?

Average Email Deliverability Rates

The average email deliverability rate for 2023 is 85.7%, according to Email Tool Tester. This means that 14.3% of all emails never reach the intended recipient’s inbox. Of those emails, 6.3% end up in the intended recipient’s spam folder, and 8.0% go missing altogether and are considered “undelivered.”

Industry Benchmarks for Email Deliverability Rates

The average email deliverability rate varies by industry, but most industries see rates between 80% and 90%. Some of the industries with the highest email deliverability rates include:
  • Education (95%)
  • Technology (94%)
  • Finance (93%)
  • Healthcare (92%)
  • Nonprofit (91%)
Some of the industries with the lowest email deliverability rates include:
  • Retail (87%)
  • Travel (86%)
  • Media (85%)
  • Manufacturing (84%)
  • Real Estate (83%)

Factors that Influence the Variation in Deliverability Rates Across Different Industries

There are a number of factors that can influence the variation in reachability rates across different industries. Some of the most common factors include:
  • Type of content: Some types of content, such as promotional emails, are more likely to be flagged as spam than others.
  • Email list quality: The quality of your email list can have a big impact on your reachability rates. If your list contains a lot of invalid or inactive email addresses, it’s more likely that your emails will be bounced or end up in the spam.
  • Sending frequency: If you send emails too often, your receivers may start to mark them as spam. It’s important to find a sending frequency that works for both you and your audience.
  • Reputation: Your reputation as a sender plays a big role in your reachability rates. If you have a good reputation, your emails are more likely to be delivered to the inbox.

Cumulative Average of Average Email Deliverability Rates Across Multiple Sources

The following table shows the cumulative average of average email deliverability rates across multiple sources:
Source Average Email Deliverability Rate
Email Tool Tester 85.7%
Mailchimp 85%
Constant Contact 84.5%
HubSpot 84%
AWeber 83.5%

Cumulative Average: 84.9%

This rate can vary depending on the industry, the type of content being sent, the size and quality of the email list, the sender’s reputation, and the ESP being used.

How to Measure and Monitor Deliverability

Measuring and monitoring email deliverability is essential in email marketing, akin to a captain using a compass for navigation. Utilizing email analytics platforms and reachability monitoring tools is key to understanding your email campaign’s performance.

Deliverability is more than just reaching an inbox; it’s about reaching the right inbox effectively. Tracking metrics like open rates, click-through rates, and bounce rates is crucial for gauging campaign health and identifying improvement areas.

Inbox Placement and Deliverability Tools

Inbox placement tools provide detailed insights into where your emails are landing. Are they hitting the inbox, getting trapped in spam filters, or disappearing into the void? These tools simulate sending to a wide range of email types and providers, giving you a comprehensive view of your email performance across different platforms.

On the other hand, reachability monitoring solutions offer a broader perspective. They track various metrics such as sender reputation, engagement rates, and feedback loops. This data is crucial for identifying trends and patterns that could affect your email reachability.

To effectively use these tools, consider the following steps:

  • Regular Testing: Conduct inbox placement tests before major campaigns to ensure optimal reachability.
  • Monitor Trends: Keep an eye on long-term data to spot and address emerging issues.
  • Engage with Feedback: Use feedback loops to understand why certain emails may be marked as spam and adjust accordingly.
By incorporating these tools into your email strategy, you can significantly enhance your email deliverability, ensuring that your messages not only reach your audience but also resonate with them.

Conducting Tests and Interpreting Results

Conducting tests to assess email deliverability is akin to a scientist conducting experiments – it requires precision, observation, and analysis. A/B testing and reachability testing are two critical way to understanding and improving your email performance.

A/B testing involves sending two variations of an email to a small segment of your audience. By comparing the performance of these variations, you can determine which elements – like subject lines, content, or send times – are more effective in engaging your audience.

Deliverability testing, on the other hand, focuses on how well your emails are reaching the inbox. This involves sending test emails to accounts across different email providers and tracking where they land. The results from these tests can reveal issues with your email content, sender reputation, or list quality.

When interpreting the results, look for:

  • Patterns in Deliverability: Are certain types of emails consistently landing in spam? This could indicate content-related issues.
  • Engagement Metrics: High open and click-through rates in A/B tests can guide your content strategy.
  • Feedback Loop Analysis: Understanding why users mark your emails as spam can help refine your way.
Remember, the goal of these tests is not just to gather data, but to use that data to make informed decisions that enhance your email reachability and overall campaign effectiveness.

Factors Affecting Email Deliverability

Email deliverability is a multifaceted aspect of email marketing, influenced by various factors that can make or break the success of your email automation. Understanding these factors is crucial for ensuring your messages not only reach your receivers but also engage them effectively.
sender reputation

Sender Reputation

This is one of the most critical factors. Think of sender reputation as your email campaign’s credit score; it signals to email providers (ESPs) how trustworthy your emails are. A good reputation means higher chances of your emails being delivered to inboxes. This reputation is built over time based on factors like the quality of your content, frequency of emails sent, and how receivers interact with your emails. To maintain a strong sender reputation, consistently send quality content, avoid spammy tactics, and regularly engage with your audience.

IP Reputation

Closely tied to sender reputation, IP reputation refers to the credibility of the IP address from which emails are sent. If your IP is associated with spam or unwanted content, your emails might end up in the spam or all get blocked entirely. Regular monitoring of your IP status on various blacklists and maintaining a consistent email volume can help in managing a positive IP reputation.

Email Authentication Practices

Implementing email authentication protocols like SPF, DKIM, and DMARC is essential. These practices verify that the emails are legitimately from you, reducing the likelihood of them being marked as spam. Proper email verifications not only improves reachability but also protects your brand’s integrity.

Email Sending Frequency and Volume

Finding the right balance in how often and how many emails you send is key. Bombarding one receiver with too many emails can lead to unsubscribes and spam complaints, while sending too few might cause them to forget about your brand. The goal is to maintain a consistent presence in your receivers’ inboxes without overwhelming them.

Spam Complaints

High spam complaint rates can severely damage your reachability. It’s important to make it easy for users to unsubscribe if they wish to and to respect their preferences. Regularly updating your email list and removing unengaged subscribers can also reduce spam complaints.

List Hygiene Practices

Regularly cleaning your email list by removing inactive subscribers and managing bounces can significantly improve reachability. A clean list ensures that your emails are sent to engaged and active receivers, thereby enhancing the overall effectiveness of your email automation.

Recipient Behavior

How receivers interact with your emails plays a significant role in reachability. Encouraging positive behaviors like opening emails, clicking on links, and not marking emails as spam can boost your sender reputation. Crafting engaging content and compelling subject lines are key strategies to improve these metrics.

Email Content and Subject Line

The content of your email and the subject line are the first things your receivers see. They should be engaging, relevant, and free from spam-triggering words. Personalizing content and creating curiosity-inducing subject lines can lead to higher open rates and better engagement. 

What is Email Deliverability?

Email Deliverability refers to the ability of an email to successfully land in the recipient’s inbox. It’s not just about whether an email is sent, but whether it reaches the intended destination without being snagged by spam filters or other email barriers.
What is Email Deliverability?

Difference between Email Delivery Rate and Email Deliverability

Understanding the distinction between Email Delivery Rate and Email Deliverability is crucial in email marketing, as they measure different aspects of email performance:

Email Delivery Rate:
  • Definition: It measures the percentage of emails sent that do not bounce back and are accepted by the receivers’ mail servers.
  • Calculation:
    Number of Emails Sent – BouncesTotal Number of Emails Sent×100
  • Focus: Primarily on the technical success of sending emails.

Email Deliverability:

  • Definition: It goes a step further, indicating the percentage of emails that land in the receivers’ inboxes.
  • Calculation: More complex, involving various metrics like inbox placement rate, spam complaints, and engagement rates.
  • Focus: On the effectiveness of emails in reaching the inbox and avoiding the spam.
For example, an email campaign might have a high delivery rate if most emails are accepted by mail servers. However, this doesn’t guarantee high reachability. If a significant portion ends up in the spam folder, the reachability rate would be low, impacting the campaign’s effectiveness.

In essence, while the delivery rate is a prerequisite for reachability, achieving high reachability  requires strategic efforts in content quality, sender reputation, and recipient engagement.

How Email Deliverability Rate Affect Relationships with Customers

Email reachability is essential for maintaining positive relationships with buyers. When your emails reach the inbox, you have a better chance of engaging your buyers, building relationships, and ultimately driving sales.

Here are some specific ways in which email deliverability rate affects relationships with customers:

Impact on Marketing Results

Email deliverability plays one pivotal role in the success of marketing campaigns. High reachability rates ensure that marketing emails reach the intended inboxes, leading to:
  • Increased Visibility: More delivered emails mean higher chances of being seen and read.
  • Enhanced Engagement: Better inbox placement typically results in higher open rates and click-through rates, crucial for the success of any email automation.

Relationship with Subscribers

The relationship between a brand and its subscribers is significantly influenced by email reachability. Key aspects include:
  • Consistent Communication: Ensuring emails consistently reach subscribers helps maintain an ongoing dialogue.
  • Trust Building: Subscribers who regularly receive and engage with emails are more likely to trust and stay loyal to the brand.
brand reputation

Brand Reputation

Factors to consider are:
  • Perception of Reliability: All regular inbox placement fosters a perception of reliability and professionalism.
  • Avoidance of Spam Associations: Successfully avoiding spam folders helps maintain a positive brand image, as being marked as spam can damage a brand’s reputation.
Email deliverability is not just a technical metric; it’s a cornerstone of customer relationships, impacting all from marketing results to brand reputation.

Checklist for Higher Deliverability

Ensuring your emails reach the inbox requires following a checklist of pre-send and post-send tasks. This is crucial to maintaining healthy email deliverability rates and positive customer relationships. Now that you’ve taken steps to prepare your emails for success, it’s time to track their performance and make adjustments as needed.

Pre-send Deliverability Checklist

Before launching an email campaign, it’s crucial to ensure maximum reachability. Key steps include:
  • Email Verification: Validate email addresses on your things or list to reduce bounces.
  • Content Review: Check for spam triggers in your content and subject lines.
  • Email Authentication: Implement SPF, DKIM, and DMARC protocols for your domain to enhance sender reputation.

Post-send Deliverability Checklist

After sending emails, monitoring reachability is essential. Important actions are:
  • Analyze Metrics: Review all open rates, all click rates, and all bounce rates to gauge performance.
  • Feedback Loop Setup: Establish feedback loops with all email providers to get alerts on spam complaints.
  • Regular List Cleaning: Remove all unengaged subscribers and invalid addresses to maintain a healthy email reputation list.

By following these checklists, marketers can significantly improve the chances of their emails reaching the intended inboxes, thus enhancing the overall effectiveness of their email marketing efforts.

Effective Strategies for Improving Deliverability

Understanding and implementing effective strategies is key to enhancing email reachability. Let’s explore practical approaches that can significantly boost the chances of your emails landing in the desired inboxes, ensuring your message resonates with your audience.
Use of AMP Emails

Use of AMP Emails

AMP (Accelerated Mobile Pages) emails can significantly enhance user experience and engagement. Implementing AMP in your email automation allows for:
  • Interactive Content: Providing a dynamic and engaging experience directly within the email
  • Increased Engagement: Enhanced user interaction can lead to higher open rates and engagement metrics.

Monitor and Optimize Sender Reputation

Continuously monitoring and improving sender reputation is crucial. This involves:
  • Regular Analysis: Keeping track of sender reputation metrics and making necessary adjustments.
  • Best Practices: Implementing industry best practices to maintain a positive reputation.

Implement Email Authentication

Setting up email verifications is a key step in improving reachability. This includes:
  • SPF, DKIM, and DMARC: Implementing all these protocols to authenticate your emails and protect against spoofing.
  • Trust Enhancement: Authentication helps in building trust with all email service providers and all receivers.

Improve List Hygiene

Maintaining a clean email list is essential for reachability. Effective list hygiene practices include:
  • Regular Cleaning: Removing all inactive subscribers and incorrect email addresses.
  • Engagement Monitoring: Keeping track of how subscribers interact with your emails and adjusting all your list accordingly.

Test and Optimize Email Content

Optimizing email content is vital for engagement and deliverability. This can be achieved through:
  • A/B Testing: Experimenting with different email elements to see what resonates best with your audience.
  • Data Analysis: Using insights from testing to continually improve the content of your email automation.

Tools for Improving Email Deliverability

As we delve into the nuances of email marketing, it’s crucial to recognize the role of specific tools in enhancing email deliverability. These tools not only streamline the process but also ensure that your marketing efforts yield the best possible results. Let’s explore some of these essential tools and how they can be effectively integrated into your email marketing strategy to maximize reachability and engagement.

Mailmodo

Mailmodo is one powerful tool in the realm of email marketing, offering unique features to enhance deliverability:

  • Interactive Email Capabilities: Allows the creation of things like AMP emails for interactive content.
  • Analytics and Insights: Provides detailed reports on email performance, aiding in strategy refinement.
  • Easy Integration: Seamlessly integrates with existing marketing tools and CRM systems.
Setting Up Mailmodo involves:
Setting Up Mailmodo involves:

  • Account Creation: Sign up and configure your account settings.
  • Integration: Connect Mailmodo with your CRM or other marketing tools.
  • Template Design: Utilize Mailmodo’s template builder to create engaging emails.
  • Campaign Launch: Send out your first campaign and monitor its performance.

Email Validation Services

 

Email validation services are essential tools for maintaining list hygiene and improving deliverability. They offer:
  • Address Verification: Ensures that the email addresses on your list are valid and active.
  • Reduced Bounce Rates: By removing invalid addresses, these services help in reducing email bounces.
When choosing an email validation service, consider:
  • Accuracy: The service should offer high accuracy in filtering invalid emails.
  • Integration: Look for services that easily integrate with your email platform.
  • Real-Time Verification: Services that offer real-time verification provide added value.

Tools like Mailmodo and email validation services play a crucial role in enhancing the deliverability email. They provide the necessary features and functionalities to ensure that your emails not only reach the inbox but also engage the receivers effectively.

The Impact of Marketing Emails on Deliverability

Understanding how marketing emails influence deliverability is crucial for the success of any email automation. This section will explore the direct correlation between the content and structure of your marketing emails and their ability to reach the intended inboxes effectively.

How this Influence Deliverability

Implementing AMP (Accelerated Mobile Pages) in email automation significantly enhances user experience and engagement, influencing deliverability in two key ways:
  • Interactive Content: AMP emails provide dynamic experiences directly within the email, making them more engaging.
  • Increased Engagement: This interactivity often leads to higher open rates and better engagement metrics.

Tailoring Your Email Campaigns for Better Results

Customizing your email campaigns is key to optimizing deliverability. Here are strategies to ensure your emails are more likely to reach receivers inboxes:
  • Segmentation and Personalization: Divide your audience into segments and tailor content to their preferences and behaviors.
  • Optimized Email Design: Ensure your emails are mobile-friendly and visually appealing.
  • Regular Testing: Conduct A/B testing to determine which elements resonate best with your audience.
In summary, leveraging AMP emails can significantly boost engagement and reachability. Coupled with strategic customization of your email automation, this way can lead to more effective email marketing, ensuring your messages not only reach the inbox but also capture the attention of your receivers.

Ensuring Messages Reach Your Recipients

Email deliverability hinges significantly on recipient behavior. Understanding and adapting to this behavior is crucial for ensuring your messages not only reach but are also welcomed by your receivers. Here are key strategies to enhance the likelihood of your emails landing in the desired inboxes:
  • Personalization: Tailoring emails to individual preferences and behaviors increases relevance and engagement.
  • Segmentation: Grouping recipients based on similar characteristics or behaviors for targeted messaging.
  • Timely Follow-ups: Sending follow-up emails at optimal times based on one recipient interaction pattern

Strategies to Ensure Messages Reach the Inbox

To maximize the chances of your emails reaching the inbox, consider these practical tips:
  • Regular List Cleaning: Remove inactive or unengaged subscribers to maintain a healthy email list.
  • Feedback Loop Setup: Implement feedback loops with ISPs to identify and address spam complaints promptly.
  • Responsive Email Design: Ensure emails are mobile-friendly and display correctly across various devices and email clients.
By focusing on these strategies, you can significantly reduce email bounces and spam complaints, thereby improving your overall email reachability.

Frequently Asked Questions

What is a good deliverability rate for email?

  1. A good email reachability rate typically hovers around 95% or higher. This rate indicates that the vast majority of your emails are successfully reaching the recipients’ inboxes without being filtered into spam or bouncing back.
Is 50% email open rate good?
  1. Yes, a 50% email open rate is considered exceptionally good. The average open rate for most industries usually ranges between 15% to 25%. Achieving a 50% open rate suggests that your email content is highly relevant and engaging to your audience.
What is the average email spam rate?
  1. The average email spam rate varies by industry but generally, a rate below 0.1% is considered good. A higher spam rate may indicate issues with email delivery content, sender reputation, or recipient engagement, which needs to be addressed to improve overall email performance.

What is a good email open rate 2023?

  1. As of 2023, a good email open rate is typically between 20% to 30%. This rate can vary depending on the industry, the type of email sent, and the target audience. It’s important to benchmark against industry standards and continuously strive to improve your open rates through targeted and personalized content.