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.
Whereas 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.
More recently, we’ve updated our approach. We now evaluate each email platform's deliverability features, such as authentication support, bounce suppression, IP warmup guidance, and more. This gives you a clearer picture of the tools providers offer to help improve your inbox placement.
Below, you’ll find the most important email deliverability statistics, based on both our extensive testing, and other reputable sources from around the web…
What is the average email deliverability rate for marketing emails?
- The average email deliverability rate across the 15 ESPs we tested was 83.1%
- Which means 16.9% of all emails never reach the intended recipient’s inbox.
- On average, 10.5% of emails end up in the intended recipient's spam folder
- 6.4% of emails go missing altogether and are considered “undelivered”
This means that nearly 1 in 6 marketing emails never reach the inbox!
What is a good email marketing deliverability rate?
- 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
The 5 best email platforms for deliverability in 2026:
1. Klaviyo (5*)
2. Omnisend (4.5*)
3. ActiveCampaign (4*)
4. Moosend (4*)
5. Kit (4*)
The 5 worst email platforms for deliverability in 2026:
1. Brevo (4*)
2. MailerLite (3.5*)
3. GetResponse (3.5*)
4. Beehiiv (3.5*)
5. MailChimp (3*)
Other email deliverability statistics
Every year, Validity.com (a leading provider of email deliverability tools) produce a useful email deliverability benchmark report. Below you’ll find a summary of some of the most interesting findings in 2026 (although there’s plenty more in the report).
Average email deliverability rate by ISP (Internet Service Provider):
- Google:
- 89.8% Inbox
- 6.4% Spam
- 3.8% Missing
- Microsoft (Outlook and Hotmail):
- 77.4% Inbox
- 15.1% Spam
- 7.5% Missing
- Yahoo:
- 87.3% Inbox
- 6.4% Spam
- 6.3% Missing
- Apple:
- 82% Inbox
- 10.8% Spam
- 7.2% Missing
These big four (Google, Microsoft, Yahoo and Apple), make up 77% of relative market share, which means 8 out of 10 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.
We took this a step further and analyzed what proportion of political emails were being marked as spam per ISP, and found some interesting results! Only 5.2% of Joe Biden’s emails ended up in spam, compared to 40% of Donald Trump’s emails – find out which ISPs favored which political party here.
Average email deliverability rate by Region:
- Europe: 91.1%
- Latin America: 88%
- Asia Pacific: 87.9%
- North America: 86.7%
Average email deliverability rate by Country:
- Germany: 97.5%
- France: 94.0%
- UK: 91.5%
- Canada: 89.4%
- Brazil: 89.0%
- China: 88.9%
- Australia: 87.8%
- United States: 86.8%
- India: 71.0%
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, Apple 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.
The 5 best industries for deliverability in 2026:
- Transportation (97.2%)
- Energy, Utilities, & Waste (95.0%)
- Telecommunications (92.6%)
- Government (91.4%)
- Travel & Hospitality (90.8%)
The 5 worst industries for deliverability in 2026:
- Business Services (85.1%)
- Law Firms & Legal Services (82.1%)
- Consumer Services (81.2%)
- Healthcare Services (80.3%)
- Real Estate (80.1%)
What explains the variability in deliverability rates between different industries? Most likely, the receptiveness of the recipients to certain types of emails. Speculative emails from real estate agents and healthcare companies to people who are are less interested in the current climate will have less engagement than more transactional emails from transport and utilities companies! And higher engagement rates leads to higher deliverability rates.
Email Deliverability Statistics Summary
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 with the most reliable deliverability.
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.
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08 April 2024 - Updated our deliverability test statistics
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This article has been written and researched following our EmailTooltester methodology.
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