slug: email-deliverability-statistics

metric_category: importance

claim: 78.5% of surveyed senders rated email deliverability importance between 8 and 10 out of 10.

source_title: State of Email Deliverability 2025

source_section: Page 58

evidence_type: survey

population: 1,100 global email senders, including users of Sinch Mailgun, Mailjet, and Email on Acid

geography: global

period: fielded July 2024; published as the 2025 report

caveat: Self-reported vendor survey of email senders. The sample includes users of Sinch brands and may not represent every sender or prove causal effects.


claim: 46% of surveyed senders rated email deliverability importance a full 10 out of 10.


metric_category: challenges

claim: 48% of surveyed senders named staying out of spam as a top email deliverability challenge.

source_section: Pages 4 and 34


metric_category: monitoring

claim: 53% of surveyed senders did not monitor major email blocklists for their domains or IP addresses.

source_section: Pages 4 and 59


claim: 39% of surveyed senders rarely or never conducted email list hygiene.


claim: 63% of surveyed senders were at least somewhat familiar with the Gmail and Yahoo sender requirements.

source_section: Pages 5-7


claim: 49.5% of senders who knew about the Gmail and Yahoo requirements changed their email programs in response.

source_section: Pages 5 and 12


metric_category: authentication

claim: 79% of senders who changed their programs updated email authentication protocols.


claim: 59% of surveyed senders were concerned about the Gmail and Yahoo sender requirements.

source_section: Page 12


claim: 23% of surveyed senders reported deliverability challenges after Gmail and Yahoo began enforcing the requirements.

source_section: Pages 12-13


metric_category: unsubscribe

claim: 33.1% of senders who made changes worked to implement RFC 8058 one-click unsubscribe.

source_section: Page 13


claim: 37% of senders who made changes began monitoring their spam complaint rate more closely.


claim: 35.8% of senders who made changes increased their list-hygiene efforts.


claim: 19.2% of senders who made changes began using Google Postmaster Tools.


claim: 18.6% of senders who made changes adjusted their sending frequency.


claim: 12.5% of senders who made changes changed their email opt-in process.


claim: 30.5% of senders familiar with the requirements said the changes were good for the future of email.


claim: 33.2% of senders familiar with the requirements considered them necessary, even if inconvenient.


claim: 66.2% of surveyed senders said they used both SPF and DKIM for email authentication.

source_section: Page 20


claim: 25.7% of surveyed senders were unsure how their organizations used SPF and DKIM.


claim: 53.8% of surveyed senders used DMARC in 2024.

source_section: Pages 22 and 64


claim: 31.8% of surveyed DMARC users had a p=none policy.

source_section: Page 23


claim: 19.3% of surveyed DMARC users had a quarantine policy.


claim: 17.7% of surveyed DMARC users had a reject policy.


claim: 31.3% of surveyed DMARC users were unsure which policy they used.


metric_category: bimi

claim: 5.7% of surveyed senders had implemented BIMI.

source_section: Page 26


claim: 11.4% of surveyed senders were working to implement BIMI.


metric_category: measurement

claim: 57.4% of surveyed senders used open and click rates to measure deliverability.

source_section: Page 29


claim: 53.1% of surveyed senders used delivery rate to measure deliverability.


claim: 46.5% of surveyed senders used bounce rates to measure deliverability.


claim: 39.5% of surveyed senders used unsubscribe rate to measure deliverability.


claim: 32% of surveyed senders actively monitored spam complaints as a deliverability metric.

source_section: Pages 29-30


claim: Only 12.3% of surveyed senders correctly identified delivery rate as the share of emails delivered to any folder.

source_section: Page 31


claim: 50.9% of surveyed senders incorrectly thought delivery rate measured the share of emails reaching the inbox.


claim: 22.8% of surveyed senders incorrectly thought delivery rate measured overall email deliverability.


claim: 13.3% of surveyed senders used inbox-placement reports to measure deliverability.

source_section: Page 32


claim: About 24% of surveyed senders above one million emails per month conducted inbox-placement testing.


claim: Nearly 70% of surveyed senders used none of Google Postmaster Tools, Microsoft SNDS, or Yahoo Sender Hub for reputation monitoring.

source_section: Page 50


claim: 34.5% of surveyed senders chose improved list hygiene as a leading way to strengthen sender reputation.

source_section: Page 55


claim: 28.3% of surveyed senders chose reducing spam complaints as a leading way to strengthen sender reputation.


claim: 20.6% of surveyed senders chose easier unsubscribe as a reputation tactic in 2024.

source_section: Page 56


claim: Only 1.6% of surveyed senders chose easier unsubscribe as a reputation tactic in 2023.


claim: 14.7% of surveyed senders chose increased engagement as a reputation tactic in 2024.


claim: 25.4% of surveyed senders chose increased engagement as a reputation tactic in 2023.


metric_category: ownership

claim: 31.7% of surveyed senders said IT owned email deliverability in their organization.

source_section: Page 61


claim: 16.7% of surveyed senders said marketing owned email deliverability in their organization.


claim: Dotdigital reported a 99.21% global delivery rate among its customers.

source_title: The not-so-basic basics: email deliverability in 2026

source_section: Global email delivery rates

evidence_type: platform telemetry

population: Dotdigital customer email sends

period: 2026 global benchmark report; collection window not stated on the public article

caveat: First-party customer benchmark, not a representative sample of all email programs. Delivery means accepted by a receiving server, not necessarily placed in the inbox.


claim: Dotdigital reported a 0.74% global soft-bounce rate among its customers.


claim: Dotdigital reported a 0.05% global hard-bounce rate among its customers.


claim: Dotdigital reported a 0.79% global overall bounce rate among its customers.


figure: 5,000 messages/day

claim: Google treats a primary domain sending about 5,000 messages or more to personal Gmail accounts within 24 hours as a bulk sender.

source_title: Email sender guidelines FAQ

source_section: Bulk senders FAQ

evidence_type: platform policy

population: senders to personal Gmail accounts

period: requirements effective from February 1, 2024; page verified July 10, 2026

caveat: Operational Gmail requirement, not a performance benchmark or survey. Google can update definitions and enforcement, so verify the live policy before implementation.


claim: Google requires senders to keep Postmaster Tools spam rates below 0.3%.

source_title: Email sender guidelines

source_section: Sender requirements and guidelines


claim: Google recommends keeping spam rates below 0.1% and avoiding ever reaching 0.3%.

source_section: Spam rate guidelines


claim: Yahoo requires senders to keep their spam complaint rate below 0.3%.

source_title: Yahoo Sender Requirements & Recommendations

source_section: Requirements for all senders

population: senders to Yahoo-managed mailboxes

period: enforcement began February 2024; page verified July 10, 2026

caveat: Operational Yahoo requirement, not a performance benchmark or survey. Yahoo can update definitions and enforcement, so verify the live policy before implementation.


figure: 2 days

claim: Yahoo requires bulk senders to honor unsubscribe requests within two days.

source_section: Requirements for bulk senders


figure: February 2024

claim: Yahoo began gradually enforcing its updated sending standards in February 2024.

source_section: Email sender requirements