15 Email Deliverability Statistics You Must Know

Falak Preet Kaur
ByFalak Preet Kaur

3 mins read

You send well-crafted emails but do you realize how many of them actually land in your audiences’ inboxes? In this article, we delve into the world of email deliverability statistics, shedding light on the key metrics and insights that will help you understand what average bounce rates, spam rates and deliverability success is across various businesses.

How did we collect this data?

We compiled these statistics from credible sources, including reputable platforms like Statista, as well as comprehensive marketing reports from various renowned email marketing platforms. Our commitment to data accuracy ensures the reliability of the information we provide.

10+ email deliverability statistics

Here’s our well and carefully curated email deliverability report with statistics from various reliable sources and numbers that you can rely on.

  1. Based on their engagement levels, 63% of businesses adjust the frequency of emails sent to subscribers (Source: Databox).

  2. In April 2022, the average email deliverability rate on various email marketing platforms was 84.2% (Source: EmailToolTester).

  3. According to ReturnPath, 20% of emails fail to reach the recipient's inbox (Source: ReturnPath).

  4. The second most common reason for inbox placement issues is spam complaints, accounting for 21% (Source: ReturnPath).

  5. Low mailbox usage ranks third among the leading causes of low inbox placement, contributing to 19% of such issues (Source: ReturnPath).

  6. To maintain email bounce rates within acceptable limits, it is advisable to keep them below 3% (Source: Omnisend).

  7. A 95% or higher delivery rate is considered excellent (Source: Omnisend).

  8. To avoid issues, the spam rate should remain below 0.08% (Source: Omnisend).

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  1. In September 2020, spam emails constituted 47.3% of total email traffic (Source: Statista).

  2. In 2019, the average unsubscribe rate was 0.2%, and the spam rate reached 0.02% (Source: GetResponse).

💡 Related guide: A Complete Guide to Improving Your Email Unsubscribe Rate

  1. During the fourth quarter of 2019, worldwide inbox placement stood at 83%, whereas the spam placement rate was recorded at 7%. (Source: Returnpath).

  2. Marketing emails generally exhibit a low engagement rate, with an open rate of 20-25% (Source: Hubspot).

  3. Over the past three years, delivery rates have steadily increased, averaging 98.2% overall (Source: DotDigital).

  4. On average, only 83% of emails successfully land in the recipient's inbox (Source: EmailToolTester).

  5. According to ZeroBounce, approximately 23% of an email list deteriorates yearly (Source: ZeroBounce).


These were some of the prominent email deliverability statistics including understanding of delivery rates, open rates, spam rates, unsubscribe rates and other key metrics. If you think any of these statistics are inaccurate or irrelevant in any form or if you want to submit any relevant statistics, please email us at

What you should do next

Hey there, thanks for reading till the end. Here are 3 ways we can help you grow your business:

  1. Talk to an email expert. Need someone to take your email marketing to the next level? Mailmodo’s experts are here for you. Schedule a 30-minute email consultation. Don’t worry, it’s on the house. Book a meet here.

  2. Send emails that bring higher conversions. Mailmodo is an ESP that helps you to create and send app-like interactive emails with forms, carts, calendars, games, and other widgets for higher conversions. Get started for free.

  3. Get smarter with our email resources. Explore all our knowledge base here and learn about email marketing, marketing strategies, best practices, growth hacks, case studies, templates, and more. Access guides here.

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