Deliv­er­abil­i­ty Rate

The email met­ric roller coast­er ride begins here. Deliv­er­abil­i­ty rate is the per­cent­age of emails sent that are suc­cess­ful­ly deliv­ered, or, in oth­er words, accept­ed by the recip­i­en­t’s email serv­er. This met­ric is impor­tant to ensure emails are actu­al­ly get­ting to their intend­ed des­ti­na­tion, and the first step to be able to do some­thing about it if they’re not. 

A high accept­ed rate is a good indi­ca­tion of list qual­i­ty. It means your emails are get­ting through, and your sub­scribers will have a chance to see your mes­sage, click through to your web­site, and hope­ful­ly make a pur­chase. If it’s low, how­ev­er, your email might end up in the spam fold­er or bounced back alto­geth­er and you’ll miss out on poten­tial sales. Keep­ing reg­u­lar­ly cleaned email lists, fol­low­ing con­tent best prac­tices and mak­ing sure sub­scribers have opt­ed-in to receive con­tent are three sim­ple ways to improve a poor Deliv­er­abil­i­ty Rate.