Deliverability rate is the percentage of sent emails that actually reach the inbox — not just the ones accepted by the mail server, but those that land where they can be seen rather than in spam.
In depth
It is easy to confuse with delivery rate (emails not bounced). True deliverability also accounts for inbox placement: an email can be “delivered” yet filtered to spam, where it is effectively invisible. Authentication, sender reputation, and list hygiene are the main drivers.
Example
You send 10,000 emails, 200 bounce, and of the 9,800 delivered, 500 land in spam. Your delivery rate is 98%, but your inbox-placement deliverability is 9,300 ÷ 10,000 = 93%. The average deliverability across providers is around 98.4% (Omnisend 2025) for well-authenticated senders.
Related terms
Improve yours with the deliverability checklist in our email deliverability guide.