Deliverability Rate
The percentage of sent emails that successfully reach the recipient's inbox rather than spam or bounce.
Definition
Deliverability rate (also called inbox placement rate) measures the percentage of sent emails that actually reach recipients' inboxes. Unlike delivery rate which counts any acceptance (including spam folder), deliverability rate specifically measures inbox placement. It is the ultimate measure of email success because emails cannot be opened if they never reach the inbox.
Why It Matters
High delivery rate means nothing if emails land in spam. A campaign with 99% delivery but 50% inbox placement has a serious problem. Monitoring deliverability rate reveals the true reach of your email program and helps identify issues before they become crises.
How It Works
Measuring true deliverability requires inbox placement testing with seed lists across major providers. Seed addresses at Gmail, Outlook, Yahoo, etc. receive your emails, and tools check whether they arrived in inbox or spam. The percentage reaching the inbox is your deliverability rate.
Best Practices
- 1Use inbox placement testing tools regularly
- 2Maintain strong authentication (SPF, DKIM, DMARC)
- 3Monitor and address spam complaints quickly
- 4Keep your list clean with good hygiene practices
- 5Investigate any sudden drops in engagement (may indicate spam folder issues)
Deliverability Optimization
Sequenzy actively optimizes deliverability with proper authentication, reputation management, and best practices built-in.
Learn More