Email deliverability metrics every business should track

Top email deliverability metrics every business should track

In regulated industries like healthcare, finance, law and government, email is a important channel for communication. But if your messages aren’t reaching the inbox, you’re not just losing engagement, you could be risking compliance, customer trust and operational continuity. Understanding and tracking the right email deliverability metrics is essential.

What is email deliverability and why does it matter?

Email deliverability measures how successfully your emails reach recipients' inboxes, not just whether they were sent. While a message might be marked as “delivered,” that doesn’t guarantee it landed in the inbox. For businesses, poor deliverability can signal security or trust issues, result in missed deadlines, or even regulatory violations. Deliverability is influenced by compliance, data sovereignty and the technical reputation of your sending infrastructure.

What are the most important email deliverability metrics?

Delivery rate vs inbox placement: Your delivery rate might be 99%, but if your emails are hitting the spam folder, your deliverability is suffering. Inbox placement is a more accurate reflection of whether your emails are seen.

Bounce rate (hard vs soft): Hard bounces indicate invalid addresses and should be removed immediately. Soft bounces might suggest temporary issues, like full inboxes or server errors. Consistently high bounce rates can harm your sender reputation.

Spam complaint rate: Every time a recipient marks your email as spam, it sends a signal to ESPs. Even small complaint rates can negatively impact future campaigns.

Open and click rates: Engagement metrics like open and click rates are key signals ESPs use to evaluate sender reputation. Sudden drops may indicate inbox placement issues

Sender reputation and authentication

Strong deliverability depends on proper email authentication.

• SPF (Sender Policy Framework

• DKIM (DomainKeys Identified Mail

• DMARC (Domain-based Message Authentication, Reporting & Conformance)

A healthy domain reputation, verified through tools like Google Postmaster is critical

How can regulated businesses measure email deliverability accurately?

It takes more than your ESP’s dashboard to get a full picture:

• Inbox placement testing reveals whether your emails hit the inbox or spam folder

• Reputation monitoring tools like Google Postmaster Tools and Microsoft SNDS offer insights into domain health

• Custom dashboards can combine analytics from multiple sources to track long term trends.

In regulated sectors, understanding how compliance configurations affect deliverability is just as important as open rates.

How do compliance and data sovereignty affect email performance?

Sending sensitive communications means being accountable for where and how data is handled. Offshore email infrastructure may conflict with local data sovereignty rules.

Inadequate compliance controls can lower trust and engagement. Choosing a messaging partner aligned with Australian privacy laws ensures regulatory alignment and better inbox placement 

How to improve your email deliverability starting today
Start with foundational best practices:

• Clean your email list: Remove inactive or invalid addresses regularly

• Authenticate your domain: Set up SPF, DKIM, and DMARC

• Ensure that your sender, reply and return path domains align

• Segment and personalise: Avoid mass sending to disengaged lists

• Monitor engagement: Track opens, clicks and complaint rates.

Consistent monitoring and optimisation can lead to measurable gains in inbox placement and user engagement.

Frequently Asked Questions

Q: What is a good email deliverability rate?
A: A rate above 95% is ideal, but inbox placement is a better measure of success.
Q: How do I know if my emails are going to spam?
A: Reach out to our team at Prodocom, we have several different inbox testing tools or monitor tips in open and click through rates.
Q: What’s the difference between deliverability and delivery rate?
A: Delivery rate tracks send success; deliverability focuses on inbox placement.
Q: How often should I review my email metrics?
A: At least monthly, or after any major campaign or system change.
Q: Do I need DMARC if I already use SPF and DKIM?
A: Yes. DMARC enforces policy, adds reporting and does a domain mismatch check, improving domain credibility.

 

Ready for a Professional Deliverability Audit?

If your email campaigns are underperforming or you’re unsure about compliance risks, we can help. Get in touch today for a free email marketing audit, tailored to regulated Australian businesses.