{"id":130204,"date":"2026-06-08T10:28:06","date_gmt":"2026-06-08T10:28:06","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2026\/06\/08\/email-delivery-rate-definition-formula-and-benchmarks\/"},"modified":"2026-06-08T10:29:35","modified_gmt":"2026-06-08T10:29:35","slug":"email-delivery-rate-definition-formula-and-benchmarks","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2026\/06\/08\/email-delivery-rate-definition-formula-and-benchmarks\/","title":{"rendered":"Email Delivery Rate: Definition, Formula, and Benchmarks"},"content":{"rendered":"

<\/a>\n<\/p>\n

\n
\n

Key takeaways<\/p>\n

\n

E mail supply price exhibits you the proportion of emails that the recipient\u2019s server accepts <\/p>\n

To calculate your e mail supply price, use this method: (Emails Despatched \u2212 Bounced Emails) \u00f7 Emails Despatched \u00d7 100 <\/p>\n

A wholesome e mail supply price for ecommerce manufacturers often falls between 95% and 99% \u2014 something beneath 90% is important <\/p>\n

Poor checklist hygiene, excessive bounce charges, and weak authentication can decrease your e mail supply price <\/p>\n

Clear your checklist typically, re-engage inactive subscribers, use a trusted ESP, and monitor traits to enhance supply price<\/p>\n<\/p><\/div>\n<\/p><\/div>\n

Many ecommerce entrepreneurs confuse e mail supply price with e mail deliverability. Your e mail supply price solely tells you that the receiving mail server accepted your messages. Deliverability tells you whether or not clients truly see these emails of their inboxes.<\/p>\n

This hole issues most for Shopify, WooCommerce, Wix, and BigCommerce shops sending at quantity. A Shopify retailer sending 50,000 emails a month can present a robust e mail supply price, whereas a major share of these messages by no means attain the first inbox.<\/p>\n

AI filtering makes this worse. Gmail and Outlook now use algorithmic techniques that technically settle for your message \u2014 conserving your supply price intact \u2014 however quietly push irrelevant content material to promotions, spam, or low-priority folders. Analysis exhibits that these techniques nonetheless deprioritize as much as 40% of emails that attain a Gmail inbox.<\/p>\n

Ecommerce manufacturers really feel this straight. Emails that by no means attain the inbox imply missed gross sales, failed cart restoration, and clients who by no means bought your message.<\/p>\n

This information covers what e mail supply price means, the right way to calculate it, what good benchmarks appear to be, the way it differs from deliverability, and the right way to enhance each.<\/p>\n

\n
\n

Make it to your clients\u2019 inboxes with Omnisend\u2019s built-in supply and deliverability monitoring instruments<\/p>\n

Fast enroll | No bank card required<\/p>\n<\/p><\/div>\n<\/p><\/div>\n

What’s the e mail supply price?<\/h2>\n

E mail supply price measures what number of of your emails the recipient\u2019s mail server accepted. It doesn\u2019t inform you whether or not the e-mail reached the inbox \u2014 simply that Gmail or Outlook didn\u2019t reject or bounce it.<\/p>\n

\n
\n
\n

E mail supply price calculation method<\/strong>:<\/p>\n

E mail supply price = (Emails Despatched \u2212 Bounced Emails) \u00f7 Emails Despatched \u00d7 100<\/p>\n

The usual e mail supply price method used throughout e mail advertising platforms<\/em><\/p>\n<\/div><\/div>\n<\/p><\/div>\n

This implies in case you ship 10,000 order updates or promotional emails and 200 bounce, your e mail supply price is 98%.\u00a0<\/p>\n

E mail supply price vs. e mail deliverability: Why the distinction issues<\/h2>\n

Many ecommerce entrepreneurs typically confuse e mail supply price and e mail deliverability. The e-mail supply price merely tells you whether or not receiving mail servers accepted your message. In distinction, email deliverability<\/a> exhibits whether or not the accepted emails land in your buyer\u2019s inbox, promotions tab, or spam folder.<\/p>\n

Image e mail supply price as a mail provider dropping a bundle at your home. The bundle arrived, so the supply is full. However e mail deliverability decides what occurs subsequent. Does the bundle make it to your kitchen counter (inbox), the place you\u2019ll see it straight away, or does it find yourself forgotten within the basement like a spam e mail no one opens?\u00a0<\/p>\n

E mail supply price and e mail deliverability measure various things \u2014 each are essential for ecommerce manufacturers.\u00a0<\/p>\n

\n\n\n\n\n\n\n\n\n\n
Facet<\/th>\nE mail supply price<\/th>\nE mail deliverability\u00a0<\/th>\n<\/tr>\n<\/thead>\n
Definition\u00a0<\/td>\nShare of emails accepted by the recipient\u2019s mail server<\/td>\nVariety of emails that attain the inbox<\/td>\n<\/tr>\n
What it measures<\/td>\nDelivered vs. bounced emails<\/td>\nInbox vs. spam placement<\/td>\n<\/tr>\n
Method<\/td>\nDelivered emails \u00f7 Emails despatched) \u00d7 100<\/td>\n(Inbox emails \u00f7 Emails despatched) \u00d7 100<\/td>\n<\/tr>\n
Good benchmark<\/td>\n95%\u201399%<\/td>\n80%\u201395%+<\/td>\n<\/tr>\n
What it doesn\u2019t inform you<\/td>\nWhether or not emails landed in spam or the inbox<\/td>\nServer rejection causes<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n

Why a 98% supply price doesn\u2019t imply 98% inbox placement<\/h3>\n

Even with a 98% e mail supply price, 30% of your emails should land in spam. Others may very well be deprioritized by AI filters<\/a>, reducing visibility.\u00a0<\/p>\n

This instance exhibits how a excessive e mail supply price can masks deliverability points:<\/p>\n

\n
\n
\n