Email Deliverability Rate
The percentage of sent emails that successfully reach the recipient's inbox (as opposed to being bounced or filtered to spam).
Formula
Why it matters
No email campaign succeeds if the emails don't reach inboxes. Deliverability is the foundation — it degrades silently over time as bounces accumulate, spam complaints increase, and domain reputation drops.
How to improve Email Deliverability Rate
Clean your list regularly (remove bounces, inactive addresses), set up SPF, DKIM, and DMARC authentication records, warm new sending domains gradually, and monitor spam complaint rates.
Above 95% is healthy. Below 90% indicates list hygiene or sender reputation issues.
Prooflytics tracks Email Deliverability Rate automatically from your connected sources and flags it in your daily briefing when it moves significantly.
Start free trialFrequently asked questions
What causes low email deliverability?
Main causes: high bounce rate (sending to invalid addresses), high spam complaint rate (above 0.1%), missing SPF/DKIM/DMARC authentication, and sending from a new domain without warming. Google and Yahoo's 2024 sender requirements made SPF, DKIM, and DMARC mandatory for high-volume senders.