How to calculate delivery rate?

This email marketing metric is calculated by dividing the number of emails sent minus bounces by the number of emails sent. You should remember that the number of emails sent is not the same as the number of emails delivered because when you send mailings, they may have bounces.

Delivery rate formula

The bounces are emails that can’t be delivered to recipients’ inboxes.

There are two groups of email bounces:

A hard bounce 

This happens when an email can't be delivered because the recipient’s address is invalid or the email domain doesn’t exist.

soft bounce

This happens when an email can't be delivered because of one of the following reasons: the recipient’s inbox is full, your email is too large, or the server is down.

As an email marketer you should always track the delivery rate of all your email campaigns. Your goal is to achieve a delivery rate of 95% or higher. 

Track delivery rate in SendPulse

If the delivery rate of your email campaigns is reduced each time, then it’s time to examine your mailing list. Maybe it has too many invalid email addresses. Also, pay attention to your subject lines and content. Maybe they consist of words that ESPs usually block, equating these messages to be spam.

In SendPulse, tracking the delivery rate is a simple process. You just need to open your statistics report

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