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Definitive Guide to Boosting Your Email Deliverability Rate

In today’s digitally-driven world, email marketing stands as a cornerstone of customer outreach and engagement. One crucial determinant of your campaign’s success hinges on your ‘Email Deliverability Rate’. Essentially, this rate measures the percentage of emails that successfully land in your recipient’s inbox as opposed to their spam folder. This article provides an in-depth guide to understanding, measuring, and most importantly, boosting your email deliverability rate.

Understanding Email Deliverability

Email Deliverability isn’t about whether email services accept your email but rather if they deliver your message to the correct location. However, numerous variables can affect this, from your IP reputation and domain authentication to content quality and the relevance of your message to the recipient.

Industry Benchmarks: What is a Good Email Deliverability Rate?

Benchmarks for deliverability rates vary across industries but, on average, hover around 85%. However, excellent email marketing might achieve up to 95% or more. Remember, every percentage point counts when it comes to reaching your customers.

The Significance of a High Deliverability Rate

A high email deliverability rate is synonymous with more eyes on your messages—which, in turn, can significantly affect your business outcomes. Low deliverability can mean fewer customer engagements, declining click-through rates, and a loss of potential revenue. With high deliverability, your important messages reach your audience, fostering effective business communication.

Calculating Your Email Deliverability Rate

To calculate your email deliverability rate, use the following steps:

  1. Keep track of the number of emails sent and the number of bounced emails.
  2. Subtract the number of bounced emails from the total sent. This gives you the number of delivered emails.
  3. Divide the number of delivered emails by the total number sent, then multiply by 100.

For example, let’s say you send out 1,000 emails, and 50 emails bounce. You would have 950 delivered emails. The deliverability rate would be (950/1000) * 100 = 95%.

Strategies to Improve Your Email Deliverability Rate

Improving email deliverability isn’t a one-size-fits-all process. Tactics can range from list hygiene (removing inactive users or incorrect email addresses) to boosting the relevance and personalization of your content to increase the likelihood of engagement. Furthermore, understanding technical factors, like IP reputation and domain authentication, can influence email deliverability. These involve developing a solid sending history and authenticating your email with technologies like SPF, DKIM, and DMARC.

Essential Tools for Testing and Monitoring Email Deliverability Rates

Various tools offer comprehensive solutions to monitor and increase your email deliverability rate:

  • Mail-tester is a straightforward tool that tests your email’s “spammyness.”
  • MX Toolbox offers a delivery center to manage all your email deliverability aspects.
  • GlockApps tests whether your message reaches the inbox, spam, or gets lost.

Remember, while testing is essential, understanding the results directs you towards what needs improvement.

Case Study: High Email Deliverability In Action

A fantastic example of improved email deliverability comes from Brooklinen. This luxury bedding company’s email deliverability was initially hindered by deploying a substantial volume of emails from a single sending domain. After splitting the marketing and transactional emails into two different domains and employing IP warming strategies, they improved their inbox placement rate from 88% to an impressive 99%.

Maximizing Email Deliverability with FlashInfo

FlashInfo is your ally in achieving and maintaining a high email deliverability rate. With its comprehensive suite of tools, it assists you in optimizing your email campaigns for success. From list hygiene management to content relevance, FlashInfo provides the insights and features needed to improve your sender reputation and authenticate your domain effectively. By leveraging the capabilities of FlashInfo, you can monitor and test your emails, ensuring they land in your recipients’ inboxes and not their spam folders. Just as Brooklinen achieved a remarkable increase in inbox placement, you too can elevate your email deliverability rates with FlashInfo’s valuable assistance.


1. What is email deliverability rate?

Email deliverability rate refers to the percentage of emails sent that successfully reach the inbox of the intended recipient. It is a crucial metric in email marketing, directly impacting the effectiveness of any email campaign.

2. How is the email deliverability rate calculated?

Email deliverability rate can be calculated by following these steps:

  1. Note the total number of emails sent and the number of bounced emails.
  2. Subtract the number of bounced emails from the total sent to obtain the number of delivered emails.
  3. Divide the number of delivered emails by the total number sent and multiply by 100 to get the percentage.

3. What is a good email deliverability rate?

While it can vary slightly depending on the industry, an average good email deliverability rate is generally around 85%. However, top performers in email marketing can achieve a rate of 95% or higher.

4. How can I improve my email deliverability rate?

Improving your email deliverability rate can involve several strategies including maintaining good list hygiene, personalizing and enhancing the relevance of your content, understanding and adhering to best sending practices, and focusing on technical aspects like IP reputation and domain authentication.

5. What tools can help me monitor and improve my email deliverability rate?

Several tools can support you in increasing your email deliverability rate, some of the popular ones are Mail-tester, MX Toolbox, and GlockApps. They provide diagnostics about the ‘spammyness’ of your emails and insights into various aspects of email deliverability.

6. Why is a high deliverability rate important?

A high deliverability rate ensures your emails land in your recipient’s inbox, thereby increasing the visibility of your messages. It can affect your customer engagements, click-through rates, potential revenue, and overall effective business communication.


Email deliverability remains a critical aspect of effective email marketing. By understanding the concept thoroughly, knowing good deliverability rates, learning to calculate your own, implementing improvement strategies, and leveraging robust tools, positive business outcomes are within reach.

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