The State of Email Deliverability
Deliverability remains a cornerstone of email marketing performance.
- The global average email deliverability rate is 84.2%. Achieving inbox placement is an ongoing challenge for marketers. (Statista)
- Spam filters block 17% of marketing emails. Ensuring compliance with best practices prevents misclassification. (Litmus)
- Over 306 billion emails are sent daily in 2025. Competition in the inbox underscores the importance of high deliverability. (Statista)
- Transactional emails have a 96% deliverability rate. Critical communications are more likely to reach their recipients. (Forbes)
- Dedicated IP addresses improve deliverability by 25%. Segmented sending ensures reputation management. (Return Path)
Factors Influencing Email Deliverability
Understanding key factors helps improve inbox placement rates.
- Sender reputation accounts for 75% of deliverability success. Maintaining a strong reputation ensures higher inbox placement. (HubSpot)
- Emails with personalized subject lines see a 20% increase in deliverability. Tailored content aligns with recipient preferences. (Statista)
- List hygiene improves deliverability rates by 28%. Removing inactive and invalid addresses reduces bounce rates. (Forbes)
- Authentication protocols like SPF, DKIM, and DMARC improve deliverability by 30%. Verified senders build trust with ISPs. (Return Path)
- Sending consistent email volumes reduces spam flagging by 15%. Predictable patterns indicate legitimate activity. (Litmus)
Engagement and Deliverability
Engagement metrics directly impact deliverability success.
- Emails with a 15% open rate or higher have better deliverability. Engagement signals inbox relevance to ISPs. (HubSpot)
- Click-through rates above 2.5% improve deliverability by 20%. Active interactions indicate valuable content. (Forbes)
- Inactive subscribers reduce deliverability by 25%. Re-engagement campaigns or list cleanup is essential. (Statista)
- Segmented email campaigns see a 39% higher deliverability rate. Targeted messages align with audience interests. (Litmus)
- Emails optimized for mobile devices achieve 95% deliverability. Ensuring compatibility enhances user experience. (Think with Google)
Challenges in Email Deliverability
Addressing common barriers ensures better campaign outcomes.
- 40% of marketers struggle with email list quality. Acquiring verified, engaged subscribers reduces bounce rates. (Return Path)
- 25% of emails are blocked due to lack of authentication. Implementing SPF, DKIM, and DMARC improves trust. (Litmus)
- 20% of marketers face issues with email design compatibility. Testing across devices and email clients ensures visibility. (Forbes)
- Spam complaints reduce deliverability rates by 15%. Clear opt-out options and relevant content mitigate dissatisfaction. (HubSpot)
- 10% of emails are flagged due to high-frequency sending. Spacing out campaigns avoids overwhelming recipients. (Statista)
Future Trends in Email Deliverability
Innovations and best practices are shaping the future of email marketing.
- AI-powered deliverability tools grow by 30%. Automation optimizes send times, content, and recipient targeting. (Gartner)
- Interactive emails improve engagement by 22%. Features like polls and embedded forms enhance recipient activity. (Litmus)
- Dark mode-optimized emails see 18% higher deliverability rates. Designing for modern preferences aligns with user expectations. (Think with Google)
- Blockchain in email marketing grows by 20%. Enhanced transparency and security improve sender credibility. (Forbes)
- Eco-conscious email campaigns see a 15% rise in deliverability. Messages emphasizing sustainability resonate with recipients. (Nielsen)