Delivery Rate

What is it?

What is it?

"Delivery Rate" is a metric used to measure the percentage of email messages successfully delivered to recipients' inboxes or email servers out of the total number of emails sent by the sender. It provides insights into the effectiveness of email deliverability strategies and the quality of sender reputation, infrastructure, and list management practices.

Key points to remember

Key points to remember

Calculation: The delivery rate is calculated by dividing the number of delivered emails by the total number of emails sent and then multiplying the result by 100 to express it as a percentage.

  • Performance Indicator: Delivery rate serves as a key performance indicator (KPI) for email marketing campaigns, providing insights into the efficiency of email deliverability efforts and the ability to reach recipients' inboxes.


  • Factors Affecting Delivery Rate: Several factors can influence delivery rates, including:

    • Sender reputation and authentication practices (e.g., SPF, DKIM, DMARC).

    • List quality, hygiene, and engagement levels.

    • Content quality, relevance, and compliance with anti-spam regulations.

    • Email infrastructure and server configuration.

    • Recipient email server behavior, filtering algorithms, and anti-spam measures.


  • Benchmarking and Optimization: Email marketers monitor delivery rates over time, benchmarking against industry standards and best practices. They use this data to identify delivery issues, improve email deliverability strategies, and optimize campaign performance.


  • Importance of High Delivery Rates: High delivery rates are essential for achieving email marketing objectives, such as reaching the intended audience, maximizing open and click-through rates, generating conversions, and maintaining sender reputation and inbox placement.

Example of Use

Example of Use

  1. Campaign Analysis: An email marketer analyzes the delivery rate of a recent email campaign and discovers that 98% of the emails were successfully delivered, indicating strong email deliverability and infrastructure performance.


  2. List Segmentation: A company segments its email list based on engagement levels and monitors delivery rates for each segment to identify inactive subscribers and improve list hygiene practices.

Find and verify emails for free