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How To Calculate Email Deliverability Rate: The Simple Guide

Email deliverability is a metric that serves as a litmus test for the effectiveness of your email campaigns, providing insights into how many of your dispatched emails successfully land in the recipients’ inboxes.

In this comprehensive guide, we delve into the intricacies of the email deliverability rate. We’ll explore its definition, importance, and calculation, providing a practical example for better understanding. We’ll also discuss strategies to enhance your deliverability and maintain a robust sender reputation.

Furthermore, we’ll shed light on the average email deliverability rate across various email marketing platforms, offering a benchmark for you to measure your campaign performance. We’ll also highlight the importance of key metrics such as inbox placement and open rates.

Whether you’re a seasoned email marketer or a beginner in the field, this guide will equip you with the knowledge and tools to optimize your email campaigns, ensuring your messages reach their intended audience. So, let’s dive in!

Note: Are you ready to take your email marketing to the next level? MailGenius is here to help. Our platform offers comprehensive email testing tools that provide valuable insights into your deliverability. With MailGenius, you can easily identify potential issues that might be affecting your inbox placement and get actionable advice on how to fix them.

Don’t let your emails get lost in the void. Start your journey towards an optimized email marketing campaign today. Try MailGenius today.

What Is Email Deliverability Rate?

The email deliverability rate, or the delivery rate, is a vital metric in the email marketing landscape. It gauges the effectiveness of an email campaign by determining the ratio of emails that successfully land in the recipients’ inboxes.

How To Calculate Your Email Deliverability Rate

Calculating the email deliverability rate formula involves subtracting the number of bounced emails from the total number of emails dispatched. This gives you the count of emails that have been successfully delivered. This number is then divided by the total number of emails dispatched, and the result is multiplied by 100 to yield a percentage

For instance, if you dispatch 2,000 emails and 100 bounce, and the number of emails sent successfully delivered would be 1,900. Dividing 1,900 by 2,000 gives 0.95, and multiplying by 100 gives a deliverability rate of 95%.

Testing Email Deliverability With MailGenius

Ensuring email deliverability is a crucial task for businesses, especially those relying heavily on email marketing. A missed email can translate to a missed opportunity. This is where MailGenius comes in, an email deliverability service designed to analyze and improve your email deliverability. This section will guide you on how to use MailGenius to test your email deliverability.

Step 1: Access MailGenius

Navigate to the MailGenius website at It is a free tool, so no need to worry about incurring extra costs while testing your emails.

mailgenius homepage

Step 2: Send a Test Email

On the homepage, you will see a unique email address generated by MailGenius. Send your email, along with any images, links, or attachments, to this unique email address. This email will serve as a benchmark to evaluate your email’s likelihood of being marked as spam or being rejected by email servers.

test email 2

Step 3: Analyze Your Email

Once your test email is sent, click on the ‘Analyze’ button on the MailGenius dashboard. MailGenius will then scrutinize your email content, HTML code, sender reputation, and other pertinent factors that may affect its deliverability.

MailGenius report

Step 4: Review the Results

After the analysis, you’ll be provided with a detailed report. This report will highlight critical areas of your email that could be triggering spam filters or decreasing your deliverability rate. These issues could range from problems with your subject line, your email’s HTML structure, or even the reputation of your IP address or domain.

Step 5: Implement the Suggestions

MailGenius will not only identify the issues but also provide actionable insights to rectify them. Go through these suggestions carefully and implement them in your emails. This could involve making changes to your email’s content, adjusting your server settings, or working on your IP reputation.

MailGenius loading

Step 6: Repeat the Process

Once the changes are made, send another test email through MailGenius. If the implemented changes were effective, you should see an improvement in your email’s deliverability score. Repeat this process until you’re satisfied with the score.

By using MailGenius regularly, you can significantly improve your email deliverability. This tool allows you to take proactive steps to ensure your messages reach your customers’ inboxes, rather than landing in spam folders.

What Impacts Deliverability

Enhancing deliverability involves various tactics, such as evading spam-triggering content, gradually increasing the volume of sent emails to warm up your email address, insuring good sender/ domain reputation and employing double opt-in procedures to ensure users provide valid and active email addresses.

Your sender reputation, influenced by factors like your email volume, spam complaints rate, unsubscribe rate, and list quality, also plays a significant role in your email deliverability. Utilizing dedicated IP addresses for sending emails to the recipient’s address can aid in maintaining a robust email sender reputation.

In summary, understanding and optimizing your deliverability rate is pivotal for the triumph of your email marketing campaigns. It’s not merely about dispatching emails; it’s about ensuring those emails reach your intended audience.

What Is The Average Email Deliverability Rate?

The average email deliverability rate serves as a benchmark for email marketers to evaluate the performance of their campaigns. As of April 2022, the average rate across a variety of email marketing platforms stood at 84.2%, per this study. This means that, on average, 84.2 out of every 100 emails delivered successfully landed inside the recipient’s email server.

However, it’s important to note that this figure represents an average across various industries and platforms, and individual deliverability rates can vary significantly based on a multitude of factors. These factors include the quality of the email list, sending to invalid email addresses, the sender’s reputation, the relevance of the content, and the email service provider used.

A deliverability rate of 84.2% indicates that there’s room for improvement in many email campaigns. Achieving a higher deliverability rate often involves optimizing various aspects of your email marketing strategy. For instance, maintaining a clean email list, warming up your IP address, and ensuring your content isn’t being filtered as spam can all contribute to a higher deliverability rate.

Moreover, while the average deliverability rate provides a useful benchmark to gain insights, it’s also crucial to consider other metrics such as the calculations for click to open rate and click-through rate. A high deliverability rate doesn’t guarantee that your emails are reaching the recipient’s inbox or being opened.

What Is A Good Delivery Rate?

A commendable email deliverability rate is typically above 90%, with anything exceeding 95% considered outstanding.

It’s crucial to note that a high deliverability rate doesn’t assure that your emails will land in the inbox. Emails can be delivered to the spam folder, which is why marketers also monitor metrics like inbox placement rate.

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