What’s a Good Email Deliverability Rate in 2025?
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Reading Time: 7 min
Key Takeaways
- A good email deliverability rate in 2025 typically falls between 95% and 99%.
- Anything below 94% indicates potential issues with sender reputation, domain authentication, or list hygiene.
- Inbox providers now rely heavily on engagement signals like opens, replies, and click-through rates.
- DMARC, DKIM, and SPF alignment are mandatory for maintaining a strong domain reputation.
- Maintaining clean lists and sending consistent, relevant content are the top deliverability boosters.
- Email deliverability directly impacts your revenue, visibility, and long-term customer trust.
In the US and Canada, more than 20% of commercial emails do not reach subscribers’ inboxes. That single metric represents billions in lost revenue every year. A stunning design or irresistible offer means nothing if your message lands in spam. In 2025, inbox placement defines visibility, credibility, and profit. Email providers now rank sender trust, engagement, and authentication before deciding who gets seen and who gets silenced. Deliverability is no longer just a technical metric; it’s the gatekeeper of your entire email marketing ROI.
What Is Email Deliverability Rate?
Email deliverability rate is the percentage of your emails being sent to the primary inbox of a mailbox.
Let’s get one thing straight: delivery is not deliverability, and here is a more figurative example to help you understand the difference.
- Delivery means the server on the other end said, “Okay, I got it.” It’s a technical handshake. It’s the mail truck dropping the letter at the address.
- Email deliverability is whether that letter made it past the dog, through the front door, and onto the kitchen table, where someone will actually read it. It’s about landing in the inbox.
One is a pass/fail server log. The other is a complex judgment of your reputation, content, and authentication. Only one of them matters for your bottom line. Unfortunately, many do not understand the meaning of these terms:
| Understanding of “Delivery Rate” Metric | Percentage of Senders |
|---|---|
| Could NOT correctly define the metric | ~88% |
| Could correctly define the metric | ~12% |
Source: Mailgun’s “State of Email Deliverability 2025” report
What Is Considered a Good Email Deliverability Rate?
The numbers tell a story. Here’s how to read it:
98% or higher (The Gold Standard)
You are a trusted sender. Inbox providers like Google and Microsoft see you as a VIP and roll out the red carpet for your emails.
95% – 97% (Good, but Not Great)
Small issues are likely chipping away at your reach.
Below 95% (The Warning Zone)
You have a problem. This isn’t a small leak; it’s a crack in your foundation. ISPs are starting to view your mail with suspicion.
Below 90% (Code Red)
Your domain’s reputation is likely damaged.
Factors Affecting Email Deliverability Rate
Your email deliverability rate isn’t random. It’s a score you earn with every single email you send. Here’s what the gatekeepers are judging you on:
Authentication (Your Email’s Passport)
SPF, DKIM, and DMARC are no longer just optional protocols. They are the non-negotiables and prove you are who you say you are. Without them, you look like a fraud, and mailbox providers will treat you like one.
IP and Domain Reputation (Your Credit Score)
Every spam complaint, every bounce, every ignored email reduces your reputation. As per Google and Yahoo’s sender requirements, your spam rates must be 0.3% or lower. But ideally, your spam complaint rate target should be below 0.1%.
| Spam Complaint Rate | Impact on Deliverability |
|---|---|
| Below 0.1% | ✅ Target Rate |
| Above 0.1% | ⚠️ Danger Zone |
| At or above 0.3% | ❌ Very Likely to be Marked as Spam |
Source: Mailgun’s “State of Email Deliverability 2025” report
Content Quality (Don’t Sound Like a Scammer)
If your email is stuffed with “FREE!,” “BUY NOW!,” and a dozen exclamation points, then it’s a huge red flag. Inbox providers use fantastic filters, and they’ve seen it all. Provide value, not just hype.
Images (They Matter)
As noted in Zoho’s handbook on “Factors Affecting Email Deliverability,” never exceed 3 MB when adding image files in your emails. Also, use one-third of the total space for images and don’t include an important message within photographs.
List Hygiene (Stop Talking to Ghosts)
Sending emails to dead addresses is one of the fastest ways to destroy your reputation. It screams “spammer” to ISPs. You should always have a clean, engaged list.
User Engagement (The Ultimate Vote)
At the end of the day, inbox providers trust their users. If people are opening, clicking, and replying to your emails, it’s a green flag for them. If users are deleting your emails unread or, worse, hitting “spam,” you’re in trouble.
Tools that Can Help Track Deliverability Rates
The following tools are designed to help you track deliverability by analyzing reports and data:
- DMARC Analyzer: A DMARC analyzer tool helps you analyze what’s happening with your emails. It parses complex DMARC reports, arranging the data into actionable insights that tell you if your emails are passing or failing authentication. This data plays a vital role in monitoring your deliverability.
- TLS-RPT: TLS-RPT is an email authentication protocol that reports on email delivery issues related to MTA-STS encryption failures, along with other issues like certification expiry.
- Google Postmaster Tools: This solution helps you monitor email deliverability metrics and visualize your emails’ performance with the help of simple, easy-to-understand graphs.
- SendPulse: This platform comes with a built-in spam trap checker to help you evaluate your email content and provides you with suggestions accordingly to boost your email deliverability.
How to Improve Your Email Deliverability Rate
Ready to fix it? It’s not about a magic button. It’s about discipline.
Step 1: Start with Your Authentication
Before you hit “send,” make sure your emails have the right credentials.
- SPF tells mail servers which IPs are allowed to send emails for your domain.
- DKIM adds a digital signature to prove the message hasn’t been tampered with.
- DMARC ties SPF and DKIM together, giving you full visibility into who’s sending emails on your behalf.
How to get started:
- Log in to your DNS hosting provider (where your domain is managed — GoDaddy, Cloudflare, etc.).
- Add these records one by one using the setup guides below.
- Begin with a DMARC policy of p=none to monitor reports safely. Once everything looks clean, move to p=quarantine and finally p=reject.
Step 2: Stop Spamming
Don’t try to outsmart your audience and serve them instead. Write clear, honest subject lines, avoiding unnecessary clickbait. If someone wants to unsubscribe, make it effortless. A clean goodbye is better than a spam complaint.
Pro tip: Use your own inbox as a test. If you won’t open your email, they won’t either.
Step 3: Use a Dedicated IP (If You’re a Big Sender)
If you’re sending high volumes, don’t share an IP address with someone who might be a spammer. Own your reputation.
Next step: Talk to your ESP (like SendGrid or Amazon SES) about setting up a dedicated IP and start with low send volumes to warm it up gradually.
Step 4: Audit Your Results
After every campaign, take 10 minutes to check your deliverability stats.
- Did your bounce rate spike?
- Did open rates drop suddenly?
- Are you seeing unusual complaints?
Next step: If something looks off, check your DMARC reports or use tools that analyze your domain reputation. Small issues caught early can save your sender score.
Step 5: Keep Your Lists Clean
Emailing unengaged users is like shouting into the void; it hurts your deliverability and your brand.
Next step:
- Remove inactive contacts who haven’t opened an email in 6+ months.
- Run your list through a validation service before every big send to weed out invalid or risky addresses.
While many do already take their email lists seriously, there is still a lot of room for improvement:
| List Management Practice | Percentage of Senders |
|---|---|
| Conduct regular list hygiene | ~60% |
| Perform list hygiene at least once per month | >25% |
| Use sunset policies for unengaged contacts | 24% |
| Have not purchased lists or scraped contacts in the last 2 years | 85.5% |
| High-volume senders who admit to purchasing or scraping lists | 14-15% |
Source: Mailgun’s “State of Email Deliverability 2025” report
As you can see in the data above, high-volume senders are even more likely to have purchased lists or scraped the web for email addresses.
Benchmarks and Real-World Data
Here are some important real-world benchmarks as discussed in Mailgun’s “State of Email Deliverability 2025” report:
Deliverability Ratings Analyzed
Mailgun’s analysis revealed the following metrics:
| Rating | Percentage of Respondents |
|---|---|
| 10 | 46% |
| 9 | 16.9% |
| 8 | 15.6% |
| 7 | 9.2% |
| 6 | 6.8% |
| 5 | 2% |
| 4 | 1.5% |
| 3 | 0.7% |
| 2 | 0.4% |
| 1 | 0.6% |
| 0 | 0.3% |
Top Deliverability Challenges
While nearly 79% of senders rate deliverability as a high priority (8/10 or higher), they consistently face three important challenges:
| Challenge | Percentage of Senders Citing This |
|---|---|
| Staying out of the spam folder | 47.9% |
| Maintaining list hygiene | 33.8% |
| Reducing bounces | 28.4% |
Response to New Google & Yahoo Requirements
The landscape became even more challenging as recent requirements from major inbox providers forced senders to adapt.
| Response to New Requirements | Percentage |
|---|---|
| Senders familiar with the new rules | 63% |
| Aware senders who were concerned about deliverability | 59% |
| Senders who made specific changes to comply | 49% |
| Of those who made changes, the percentage that updated authentication | 80% |
DMARC, the Solution
In response, senders are increasingly turning to technical solutions like DMARC to meet these new standards and improve their reputation. Note that there was an increase of 11% among senders using DMARC in 2024 compared to the previous year.
| DMARC Statistic | Percentage |
|---|---|
| High-volume senders ($100k+/month) who use DMARC | 71% |
| Senders with a p=none policy who plan to change it within a year | >25% |
| Senders with a p=none policy who will only enforce it if required | >61% |
| Senders who believe the minimum p=none requirement is enough | 13% |
| Decrease in senders who were unsure about DMARC (YoY) | 10% |
Summing Up
Let’s bring it all home. A good email deliverability rate isn’t just a number to report in a meeting. It’s a direct reflection of the trust you’ve earned from your subscribers and their inbox providers. It’s a measure of your brand’s integrity.
Your journey to 98% and beyond starts with good email authentication and other practices. Tools that monitor your DMARC setup, like PowerDMARC, give you the control and information you need to protect and improve your domain security and email deliverability. Stop letting the spam folder steal your revenue. Start your free DMARC trial now!
Frequently Asked Questions
What is the most important factor for an email marketing campaign’s success?
Strong deliverability. When emails fail to reach the inbox, it ruins your marketing efforts.
What is the average global inbox placement rate?
83.1% is the average global inbox placement rate. Imagine how many emails never reach the inbox!
Does email deliverability vary by region?
Yes, email deliverability varies by region due to differences in ISP filtering policies, authentication adoption, regulations, and user engagement behavior.
Which industry has the best email deliverability?
The study by Selzy found that the Tourism & Travel and Non-profit sectors lead with deliverability rates exceeding 98%.
Another study by Belkins shows that in cold email settings, industries like crypto, SaaS, transportation & logistics, and telecommunications achieved rates near 99%.
Content Specialist at PowerDMARC
Milena is a skilled writer and content creator with 7+ years of experience in crafting engaging content on IT, cybersecurity, virtual events, and more. She has a proven track record of delivering high-quality work for international magazines and is a graduate of prestigious institutions such as New York University Abu Dhabi, UWC China, and the College of Europe.
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