Summary
Determining average email deliverability rates across different mailbox providers is highly complex and context-dependent. There's no single, reliable average due to a multitude of influencing factors. Key elements affecting deliverability include sender reputation (based on IP and domain), email authentication (SPF, DKIM, DMARC), list hygiene, content quality, and recipient engagement. Mailbox providers like Gmail and Microsoft continuously update their filtering policies, making it crucial to stay informed and adaptable. Seed list testing can offer a general idea of performance, though accuracy may vary. Averages are hard to pin down; focusing on metrics like inbox placement and open rates is a better approach. Some mailbox providers have more AWS-based emails than others due to factors like Workmail and SES. Clean your email lists regularly and maintain a great reputation with good authentication.
Key findings
- No Single Average: Email deliverability rates vary greatly across different mailbox providers, making it impossible to provide a single, reliable average.
- Sender Reputation is Key: Sender reputation (based on IP and domain) is a critical factor; a good reputation increases the likelihood of emails reaching the inbox.
- Authentication Matters: Proper email authentication (SPF, DKIM, DMARC) is essential for proving sender legitimacy and improving deliverability.
- List Hygiene is Crucial: Maintaining a clean email list by removing unengaged subscribers and invalid addresses is vital for boosting sender reputation and improving inbox placement.
- Content Quality Impacts Deliverability: Email content and design significantly impact deliverability; avoid spam triggers and ensure engaging, relevant content.
- Dynamic Filtering Policies: Mailbox providers like Gmail and Microsoft continuously update their filtering policies, requiring senders to adapt proactively.
- Monitor Inbox Placement: Focusing on metrics such as inbox placement rates and open rates across different providers provides a better indication of successful deliverability strategies than relying solely on averages.
- Tool insights: Google Postmaster Tools can show insights into deliverability rates to gmail, sparkpost provides feedback loop metrics.
Key considerations
- Monitor Performance Regularly: Continuously monitor deliverability metrics using tools and feedback loops to identify and address issues proactively.
- Adhere to Best Practices: Adhere to email marketing best practices, including obtaining explicit consent, providing easy unsubscribe options, and avoiding spam traps.
- Stay Informed: Stay informed about the latest filtering policies and deliverability best practices by consulting resources from mailbox providers, industry experts, and email marketing communities.
- Adapt to Changes: Be prepared to adapt your email marketing strategies based on changing deliverability landscape.
- Use data: Understand which customers have specific mail providers to avoid assuming every customer is a Gmail customer.
What email marketers say
11 marketer opinions
Email deliverability rates across different mailbox providers are highly variable and influenced by numerous factors. Benchmarks are hard to come by and often fluctuate. Sender reputation, email authentication (SPF, DKIM, DMARC), list hygiene, and content quality are key determinants. Some sources use seed list testing for insights, while others emphasize the importance of sender reputation and adapting to changing filtering policies of providers like Gmail and Microsoft. Some report deliverability rates can range widely from 50% to over 90% depending on these factors.
Key opinions
- Variable Rates: Deliverability rates differ significantly based on various factors; it's difficult to provide a single average.
- Sender Reputation: Sender reputation (IP and domain) strongly influences deliverability; a good reputation increases inbox placement.
- Authentication Matters: Proper email authentication (SPF, DKIM, DMARC) is crucial for proving sender legitimacy and improving deliverability.
- List Hygiene: Maintaining a clean email list by removing unengaged or invalid addresses improves deliverability.
- Content Quality: Email content and design impact deliverability; avoid spam triggers and ensure engaging, relevant content.
- Seed List Testing: Seed list testing provides a general sense of deliverability performance across different mailbox providers, though it may not be perfectly accurate.
- Changing Policies: Mailbox providers like Gmail and Microsoft constantly change filtering policies, requiring senders to stay informed and adapt.
Key considerations
- Industry Benchmarks: Consider industry-specific benchmarks, as deliverability rates can vary across different sectors.
- Audience Engagement: Monitor audience engagement metrics (opens, clicks) as these influence deliverability over time.
- Provider Specifics: Understand the specific filtering policies and requirements of major mailbox providers (Gmail, Yahoo, Outlook).
- Regular Monitoring: Continuously monitor deliverability metrics using tools and feedback loops to identify and address issues proactively.
- Dedicated IP: Consider using a dedicated IP address, particularly for large-volume sending, to manage sender reputation effectively.
Marketer view
Email marketer from Email Marketing Forum mentions that deliverability rates vary widely, with some senders achieving 90%+ and others struggling to reach 50%, depending on their practices and the recipient's mailbox provider.
14 Oct 2021 - Email Marketing Forum
Marketer view
Email marketer from Reddit user u/EmailMarketingPro responds that they use seed list testing to get an idea of deliverability across different mailbox providers (Gmail, Yahoo, Outlook). However, he says the results are not always accurate but provide a general sense of performance.
7 Jun 2022 - Reddit
What the experts say
5 expert opinions
Determining average email deliverability rates across different mailbox providers is challenging, as suggested by experts. Interpreting deliverability charts can be difficult, and simple averages may be misleading. A key factor in improving deliverability is maintaining a clean email list by removing unengaged subscribers and ensuring consent. Sender authentication, using SPF, DKIM, and DMARC, is crucial, but sender reputation has an even more significant impact on whether emails are accepted, rejected, or filtered by mailbox providers. Focusing on inbox placement rates and open rates is more informative than relying solely on averages. Gathering data for AWS usage in email is a small part of a bigger consideration around filters and target markets.
Key opinions
- Chart Interpretation: Deliverability charts can be complex and challenging to interpret without understanding the context of sending vs. receiving mail.
- List Hygiene Importance: Regularly cleaning email lists by removing unengaged subscribers is crucial for boosting sender reputation and improving inbox placement.
- Sender Reputation Predominance: While authentication (SPF, DKIM, DMARC) is necessary, sender reputation holds more weight in determining email acceptance and filtering.
- Metric Focus: Focusing on inbox placement rates and open rates across providers offers more actionable insights than relying on broad average deliverability rates.
- AWS for email data: Use caution when interpreting AWS for email numbers as the results could skew due to services used by client.
Key considerations
- Data Accuracy: Ensure the accuracy and relevance of data used to assess deliverability, understanding the methodologies behind charts and reports.
- Proactive List Management: Implement proactive list management strategies, including regular cleaning and consent verification, to maintain a healthy sender reputation.
- Holistic Approach: Adopt a holistic approach to deliverability, combining strong authentication with ongoing reputation management and engagement monitoring.
- Tool Utilization: Utilize tools and services that provide detailed insights into inbox placement, open rates, and sender reputation across various providers.
- Targeted Approach: Understanding target markets and the filters that challenge them is key to effective deliverability.
Expert view
Expert from Word to the Wise, Laura Atkins, explains that one of the best ways to improve deliverability is to clean your email lists regularly. Removing unengaged subscribers and those who haven't given explicit consent can significantly boost your sender reputation and improve inbox placement.
25 Oct 2021 - Word to the Wise
Expert view
Expert from Email Geeks shares results from SQL queries showing 5 domains using AWS for email, along with counts for G Suite, O365, and Proofpoint based on a current client's mailing list data, helping to understand challenging filters.
28 Jan 2023 - Email Geeks
What the documentation says
4 technical articles
According to documentation from Microsoft, Google Postmaster Tools, SparkPost, and the RFC editor, email deliverability across different mailbox providers is influenced by several factors. These include IP and domain reputation, authentication (SPF, DKIM, DMARC), complaint rates, content quality, and engagement rates. Monitoring spam rates and adhering to SMTP standards are also crucial. Implementing feedback loops to address deliverability issues is recommended.
Key findings
- Reputation Matters: IP and domain reputation are critical factors affecting deliverability to major mailbox providers like Outlook and Gmail.
- Authentication is Key: Proper email authentication (SPF, DKIM, DMARC) is essential for proving sender legitimacy.
- Engagement Influences: Engagement rates (opens, clicks) significantly impact deliverability; high engagement improves inbox placement.
- Complaint Rates: High complaint rates (spam reports) negatively affect deliverability.
- SMTP Standards: Adhering to SMTP standards ensures proper email routing and delivery.
Key considerations
- Proactive Monitoring: Regularly monitor IP and domain reputation using tools like Google Postmaster Tools.
- Content Optimization: Optimize email content to avoid spam triggers and ensure relevance to recipients.
- Feedback Loops: Implement feedback loops to identify and address deliverability issues promptly.
- Best Practices: Adhere to email marketing best practices to maintain a positive sender reputation.
Technical article
Documentation from SparkPost answers that several factors impact deliverability including sender authentication, engagement rates, and spam complaints. They also recommend implementing feedback loops to monitor and address deliverability issues.
9 Mar 2024 - SparkPost
Technical article
Documentation from Microsoft shares that factors such as IP reputation, domain reputation, authentication, complaint rates, and content quality impact deliverability to Outlook and Hotmail addresses. They emphasize the importance of adhering to best practices to maintain a good sender reputation.
30 Mar 2024 - Microsoft
Do all email service providers support DMARC, and what does 'support' mean in this context?
Do spam complaints from different email domains have different weights in deliverability?
How can I accurately monitor complaint rates for email marketing using Google Postmaster Tools, Yahoo FBL, and my ESP?
How can I accurately test and measure email deliverability and sender reputation?
How do Gmail and Yahoo's new one-click unsubscribe requirements work?
How do user spam reports, delivery errors, and domain reputation relate and what affects domain reputation?
