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Delivery Rate
from Email Marketing
Metrics type
Units of measure
Percent / Ratio
More - better
Check frequency
The percentage of emails that were successfully delivered to recipients’ inboxes. Deliverability rates can be impacted by the sending server, email content, and who you’re sending it to.
Why it is important
High delivery rates are vital for effective communication. Tracking this metric helps identify and address issues affecting email deliverability, ensuring that messages are reaching the intended audience.

It provides valuable insights into the health of email infrastructure and sender reputation.
(Successful deliveries / Emails sent) * 100
Calculation example
Suppose you sent out 1,200 emails, and 1,000 of them were successfully delivered.

The Delivery Rate would be (1,000 / 1,200) * 100 = 83.33%
Affected metrics
Email Bounce Rate
Successful Deliveries
Affecting metrics
Email Bounce Rate
Spam Score
Domain Reputation
Connecting metrics
Email List Health Score

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Suggested slices for dashboards
by Sending Server
by Email Content Type
by Subscriber Engagement Level
by List Segmentation
by Time of Day
The revenue impact pathway
Available in JetMetrics Lite only
Questions to be Answered
1. How does the delivery rate metric impact the overall success of an email marketing campaign?
2. What strategies can be implemented to improve delivery rates and ensure emails reach recipients' inboxes?
3. Are there correlations between delivery rates and specific types of email content or audience segments?
4. How can fluctuations in delivery rates be used to identify potential issues with email content or distribution channels?
5. What role does sender reputation play in influencing the delivery rate, and how can it be managed effectively?
6. How do industry benchmarks for delivery rates compare, and what insights can be gained from benchmarking?
7. Can the delivery rate metric be used to assess the impact of changes in email infrastructure or sending practices?
Possible causes of worsening
Spam Triggers in Email Content
Email content triggering spam filters can result in a lower delivery rate as emails are more likely to be flagged as spam and diverted from inboxes.

Poor Sender Reputation
A bad sender reputation due to past spam complaints or low engagement can harm deliverability, causing a decline in the delivery rate.

Explore more causes in full version of JetMetrics Lite
Tactics to improve this metric
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