Email deliverability is a big deal if you're into email marketing; it's basically a measure of how many of your sent emails actually make it to the inbox and not the spam folder, (your deliverability rate is that number as a percentage of all the emails you sent out).
Why is this important for email marketers?
Well, no matter how awesome your email content is, if it's landing in the spam folder (or going missing altogether), it's pretty much going unread. That means lower engagement, fewer conversions, and ultimately, less ROI from your email campaigns.
So, understanding email deliverability statistics is crucial for making the most out of your email marketing efforts.
At EmailTooltester, we’ve always recognized the importance of measuring deliverability, which is why we’ve been running deliverability tests on all the major email marketing services for the past 6 years.
Below, you’ll find the most important email deliverability statistics, based on both our extensive testing, and other reputable sources from around the web…
- The average email deliverability rate in 2023 is 85.7%
- Which means 14.3% of all emails never reach the intended recipient’s inbox.
- 6.3% of emails end up in the intended recipient's spam folder
- 8.0% of emails go missing altogether and are considered “undelivered”
This means that nearly 1 in 7 marketing emails never reach the inbox!
- An email deliverability rate of over 89% is considered good
- An email deliverability rate of over 95% is considered excellent
- An email deliverability rate of below 80% is considered poor
- Google: 95.54%
- 57.8% arrive in the inbox
- 37.74% arrive in the promotions tab
- Microsoft: 91.33%
- Yahoo: 81.33%
- AOL: 76%
These big four (Google, Microsoft, Yahoo and AOL), make up 87% of relative market share, which means 7 out of 8 emails are processed by one of these providers. The differences in deliverability rates between these providers, is a result of the different priorities and standards that each one applies to incoming emails.
- MailerLite (96.5%)
- ActiveCampaign (95.5%)
- Constant Contact (93.2%)
- Mailchimp (93.1%)
- CleverReach (92.0%)
- Mailjet (80.6%)
- HubSpot (80.2%)
- CleverReach (79.3%)
- Brevo (67.7%)
- Benchmark (62.8%)
Every year, Validity.com produce a useful email deliverability benchmark report. Below you’ll find a summary of some of the most interesting findings in 2023 (although there’s plenty more in the report).
- North America: 87.9%
- Latin America: 81.1%
- Europe: 80.2%
- Asia Pacific: 78.2%
- Germany: 97.8%
- China: 92.7%
- Canada: 90%
- UK: 98.8%
- Australia: 98.7%
- France: 88.7%
- Brazil: 86.9%
- United States: 84.6%
- India: 69.8%
The deliverability rates for the different regions and countries (in the statistics above), are based on local mail providers rather than the big four of Google, Microsoft, AOL or Yahoo. The rules based (rather than user data based) filtering conditions often results in lower deliverability rates.
Regional anti-spam and data protection legislation (CAN-SPAM in the US, CASL in Canada, LGPD in Brazil, GDPR in Europe etc) and local customs may also account for some of the variations in deliverability rates.
- Real Estate (97.1%)
- Media & Internet (94.9%)
- Travel & Hospitality (94.5%)
- Holding Companies (91.6%)
- Construction (90.9%)
- Manufacturing (84.7%)
- Nonprofit Organizations (83.5%)
- Business Services (83.4%)
- Telecoms (80.8%)
- Finance & Insurance (80%)
What explains the variability in deliverability rates between different industries? Most likely, the receptiveness of the recipients to certain types of emails. Emails from real estate and travel companies tend to be more welcomed, generating higher levels of engagement, than emails from finance and telecoms companies! Higher engagement rates leads to higher deliverability rates.
If you’re involved with email marketing, you need to keep on top of deliverability. It’s important that you’re aware of the kinds of deliverability rates that are excellent, good, or acceptable (and those that aren’t).
It’s important that you understand the various factors that affect email deliverability rates, the best practices that you should be following to get the highest possible deliverability rates, and the email marketing services that perform best in this respect.
The statistics in this article will hopefully give you a good benchmark to work from, but check back regularly as email deliverability is in an ever evolving sate and the numbers change from year to year!
Related content: email spam statistics.
This article has been written and researched following our EmailTooltester methodology.Our Methodology