Deliverability rate is the percentage of emails that successfully reach a recipient’s inbox, out of the total number of emails sent.

It’s a key metric in outbound sales and email marketing, used to measure how effectively your emails avoid bounces, spam filters, and other delivery issues.

A low deliverability rate can hurt your sender reputation, reduce open rates, and impact overall outreach performance. 

Factors that influence deliverability include:

• Domain reputation and warm-up
• Email content (spam triggers)
• Sending volume and frequency
• Use of proper DNS settings (SPF, DKIM, DMARC)

Formula:

Deliverability rate = (Delivered emails ÷ Total emails sent) × 100

Example:

If you send 1,000 emails and 950 land in inboxes (not bounced or flagged), your deliverability rate is 95%.