Definition of Delivered Rate

Delivered Rate, in digital marketing, refers to the percentage of sent messages or emails that were successfully delivered to recipients’ inboxes. It is calculated by dividing the number of successfully delivered messages by the total number of sent messages and multiplying by 100. This metric helps marketers evaluate the effectiveness of their email campaigns and identify potential issues, such as incorrect email addresses or spam filters.


The phonetic pronunciation of “Delivered Rate” can be broken down like this:Delivered: /dɪˈlɪvərd/Rate: /reɪt/

Key Takeaways

  1. The Delivered Rate is the percentage of emails that were successfully delivered to the recipients’ inboxes, excluding bounces and spam reports. It’s an important metric to measure email campaign effectiveness.
  2. A high Delivered Rate indicates that your email list is clean, up-to-date, and your subscribers are receiving your messages in their inboxes, which increases the chances of engagement and conversions.
  3. Improving your Delivered Rate requires adhering to best email marketing practices, such as using a double opt-in, segmenting your audience, maintaining proper sender reputation, and crafting engaging content that doesn’t trigger spam filters.

Importance of Delivered Rate

The Delivered Rate is an important digital marketing term as it measures the efficiency and success of email marketing campaigns, providing valuable insights to marketers.

By evaluating the percentage of successfully delivered emails out of the total number sent, it offers a clearer picture of the campaign’s effectiveness and helps identify potential deliverability issues.

A high delivered rate indicates that the email list is well-maintained and targeted, while a low rate could indicate problems with bounced emails, incorrect email addresses, or spam filters.

By monitoring and optimizing delivered rates, marketers can improve the overall success of their email marketing strategies, ensuring their target audience receives and engages with their content, thereby driving conversions and achieving better results.


The delivered rate serves as a valuable indicator of the effectiveness and reach of a digital marketing campaign. Essentially, it helps marketers assess the success of their email or digital marketing efforts by measuring the percentage of messages that successfully reach the recipients’ inboxes, bypassing any possible technical issues, bounces, or spam filters.

This metric allows marketers to identify potential areas for improvement, such as targeting, content, and sender reputation, ensuring that their messages are being successfully conveyed to their target audience. By monitoring and analyzing the delivered rate, digital marketers can make well-informed decisions and strategize further marketing efforts to optimize their campaigns for better reach and engagement.

Moreover, the delivered rate enables digital marketers to gauge their deliverability performance across various internet service providers (ISPs). ISPs utilize different algorithms and filtering methods to identify and remove spam emails, affecting a campaign’s delivered rate. By comparing the delivered rates for similar campaigns sent to multiple ISPs, marketers can identify trends and patterns that help them adjust their approach and ensure their emails are compliant with the ISPs’ requirements.

This data-driven tactic ensures that future campaigns have higher deliverability rates and, in turn, a better chance at capturing customer attention and driving conversions. With the rise of digital marketing practices, understanding and leveraging the delivered rate has become an essential strategy for businesses looking to maximize their online communication impact.

Examples of Delivered Rate

The delivered rate in digital marketing refers to the percentage of emails sent that successfully reached the recipients’ inboxes without bouncing or being blocked by spam filters. Here are three real-world examples of the term:

Company A’s Email Campaign: Company A sends out a monthly promotional newsletter to 10,000 subscribers. Out of these, 9,200 emails successfully reach the recipients’ inboxes. The delivered rate in this case is 92% (9,200 delivered emails / 10,000 sent emails) which indicates a high success rate for the email campaign.

Company B’s Product Launch: Company B launches a new product and sends out 5,000 emails to potential customers. However, due to technical issues or outdated email addresses, only 3,500 emails are successfully delivered. In this example, the delivered rate is 70% (3,500 delivered emails / 5,000 sent emails), suggesting that Company B might need to review and clean up their email list for better performance.

Non-profit Organization C’s Fundraising Campaign: Non-profit Organization C initiates an email campaign to raise funds and awareness for a specific cause. They send out 2,000 emails to their supporters and prospective donors. Out of these, 1,860 emails reach the recipients’ inboxes. The delivered rate for this campaign is 93% (1,860 delivered emails / 2,000 sent emails), indicating that the organization has an effective email delivery system in place and can successfully reach its supporters.

FAQ – Delivered Rate

1. What is Delivered Rate?

Delivered Rate is a metric used to determine the percentage of messages that have been successfully delivered to recipients, out of the total number of messages sent. It is an important indicator of email campaign performance and deliverability.

2. Why is Delivered Rate important?

Delivered Rate is important because it helps you measure the success of your email campaigns. A high Delivered Rate indicates that your messages are reaching their intended recipients, while a low Delivered Rate suggests that there may be issues with your email content, sender reputation or contact list quality.

3. How do I calculate Delivered Rate?

To calculate Delivered Rate, divide the number of emails successfully delivered by the total number of emails sent, and then multiply the result by 100. The formula looks like this: Delivered Rate = (Delivered Emails / Total Sent Emails) * 100%

4. What factors can affect my Delivered Rate?

Several factors can affect your Delivered Rate, such as the quality of your email list, sender reputation, email content, and email service provider. Ensuring your email lists are clean and up-to-date, complying with email marketing best practices, and choosing a reliable email service provider can help improve your Delivered Rate.

5. How can I improve my Delivered Rate?

You can improve your Delivered Rate by following email marketing best practices, such as maintaining a clean and updated email list, optimizing email content for better engagement, adhering to anti-spam legislation, and keeping an eye on bounce rates and spam complaints. Also, consider using a reputable email service provider to improve deliverability.

Related Digital Marketing Terms

  • Email Deliverability
  • Bounce Rate
  • Open Rate
  • Click-Through Rate (CTR)
  • Spam Complaint Rate

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