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.