Average Deliverability Rates
- Average Deliverability Rate: The global average deliverability rate is 84.6% in 2023, with about 6.3% of emails landing in spam folders and 9.1% going missing entirely (EmailTooltester.com, 2024).
- Deliverability by Volume:
- For senders sending 1,000-10,000 emails per month, the average deliverability is around 78.97% for platforms like Amazon Workmail. Gmail tends to perform lower with deliverability rates as low as 64.76% for newer accounts (GlockApps).
- Senders in the 50,001-200,000 emails per month range achieve inbox placement rates of around 82.89% for Amazon Workmail, while Gmail’s rate is 73.44% (GlockApps).
- Regional Deliverability Trends:
- Impact of Privacy Laws: Countries with stricter privacy laws like Canada (thanks to CASL) see higher inbox placement rates (90% inbox rate), compared to the U.S., where privacy laws vary by state. The U.S. averages around 84.6% inbox placement (Validity).
- Undelivered Emails: Approximately 16.9% of all emails never reach their intended destination (EmailTooltester.com, 2024).
Spam and Bounce Rates
- Global Email Spam Rate: In 2023, spam emails made up about 45.6% of total email traffic (Kaspersky Lab, 2024).
- Spam Open Rates: Only 0.5% of spam emails are opened globally (Radicati Group, 2022).
- Email Bounce Rates: Average bounce rates range from 2-5% depending on the industry. Anything over the 5% benchmark should set alarm bells ringing and you should look into cleaning up your list or determining why your emails are bouncing (Brevo, 2024).
Factors Affecting Deliverability
- Cause of Poor Deliverability: Poor sender reputation, spam complaints, and lack of email list hygiene are among the top reasons for lower deliverability rates (Cold Email Tool, 2024).
- Improving Deliverability: Implementing proper authentication protocols like SPF, DKIM, and DMARC significantly improves deliverability rates by preventing emails from being flagged as suspicious (Cold Email Tool, 2024).
List Hygiene
- List Decay: At least 25.74% of an email list degrades yearly (ZeroBounce, 2024).
- Cause of List Decay: The biggest factor in list decay is invalid emails (ZeroBounce, 2024).
- List Cleaning: It is recommended you clean your email list at least twice a year. However, if your database grows quickly, you want to clean it every quarter or as often as once a month (Brevo, 2024).
These statistics highlight the complexities of email deliverability and the various factors that can impact whether an email reaches its intended recipient's inbox.