Email Deliverability Inbox Rates and Bounce Rates

  • Different terms are used for describing what happens to the emails after they have been sent. All of these terms are different, depending upon the situation. However, all of these states have very important part in calculating success rate of email marketing campaign.


    Your email service provider plays an important role in the success of your email blast service so be very careful while deciding one.  When you send an email out from a certain platform, there are a number of things happening in the backend that decide the success rate of your email marketing campaign but email deliverability, inbox rate and bounce rate have significance on others.


    Before moving any further, first of all you need to measure the effectiveness of your newsletter delivery, i.e., how many people are receiving it. There is a set of three things that act as measuring tool to analyze your email marketing campaign.


    Email deliverability - I know, this one is kind of obvious. Of course you want people to read your emails! But there’s a whole lot that goes into making that happen – and a big chunk of it has to do with email deliverability. Unless you pay careful attention to the things that impact your deliverability, the basic goal of getting people to read your emails becomes extremely difficult to attain.


    One big factor that plays into whether or not you have email relay server? Your email reputation. Every email sender has an email reputation score, which is generated by Internet Service Providers. The score is determined by a number of factors, such as how many emails you send, your complaint rates, your bounce rates, how many times you’ve landed in the spam folder, how many inactive/old addresses you have and more. And if your score is low, that could prevent your emails from making it to the inbox.

    Deliverability is an important piece of every email marketing plan. Try to be efficient enough from the start to be able to make improvements to your own strategy.


    Inbox rate - A good deliverability rate ensures that various email servers accept the emails we send. The inbox rate is the measure of how many of those emails are sent to the inbox as opposed to the spam folder or bounced. The simple way to calculate this is the number of emails that reach the inbox divided by the number of emails that were sent. This number does not include the emails that are sent to the spam or bulk folder.

    In order to protect their users, inbox providers like Gmail, Outlook and Yahoo Mail use spam filters to help ensure these messages don’t clutter up their user’s inboxes. These spam filters act like a shield, analyzing incoming emails and allowing the good ones to reach the inbox while filtering the bad ones into the spam folder or rejecting them completely. All you need to do is to good enough to dodge those filters and try to land directly into the inbox. And in order to do so, you need to be very careful about your email marketing campaign.


    Bounce rate - Bounced email addresses can be one of the most frustrating aspects of email marketing. A bounce means your reader didn’t get the information they wanted to get and you wanted them to see. An email bounces when it can’t be delivered to a receiving email address. The reasons can be permanent or transient, solvable or irreparable, so when a bounce occurs, a return to sender message is sent back from the recipient’s mail server to help diagnose the issue.

    It all starts with your list. Lists that are not created with opt-in permission of each individual recipient are more likely to see issues with high bounces and invalid addresses. Ensure that your lists are built with permission and that your sign up forms include an opt-in checkbox.


    Inbox rate needs to be greater as much as possible and the bounce rate needs to be as minimum as possible, in order to make your email marketing campaign successful. The key to the success in email marketing is the strength and compliance of the list – use only opt-in, permission-based lists that comply with best practices and you will already be on your way to engaged, active lists with low bounce rates and high inbox rate.