Introduction
Road to the inbox: Navigating email deliverability in 2025
Emails that fail to reach your customers and prospects are missed opportunities to connect and engage. A new report from Sinch Mailjet reveals how to avoid roadblocks and dead ends on the way to reaching the inbox. Get survey results and expert advice in our report Road to the inbox.
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Why is email deliverability important?
Does deliverability really matter that much? Find out why failing to reach the inbox leads to frustrated customers, wasted efforts, and business disruptions.
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Growing a healthy contact list
If you want to improve your chances of reaching the inbox, who you send emails to matters just as much as what you send. Find out why a healthy contact list is vital to email deliverability and your reputation with mailbox providers.
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Measuring inbox placement
How do you track and measure email deliverability? Which metrics are most important to monitor? Find out about the positive and negative signals that help you catch problems and understand the intricacies of inbox placement.
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Engagement and sender reputation
Mailbox providers have opinions about every organization that sends email. Do you know if your reputation is good or bad? Find out why getting contacts to consistently engage with your emails is an effective way to be seen in a positive light.
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Tackling technical email deliverability
From SMTP for sending emails to authentication protocols like SPF, DKIM, and DMARC, the technical aspects of email can feel like a confusing bowl of alphabet soup. We’ll simplify the complexities and focus on what you need to know to support email deliverability.
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Improving deliverability after the open
Your emails are reaching their final destination. That’s excellent. But what if the emails that get delivered are a total mess? Find out why the final steps in deliverability are all about what happens inside the inbox.
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About this survey
During July of 2024, Sinch conducted a global survey of email senders. Respondents included Sinch Mailjet users as well as users from sister brands Sinch Mailgun and Sinch Email on Acid. The survey collected data and insights concerning the email deliverability knowledge and practices of senders around the world.
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Road to the inbox: Navigating email deliverability in 2025
Deliverability disasters are real
Email deliverability doesn’t have to be difficult
Why is email deliverability important?
Growing a healthy contact list
Measuring inbox placement
Engagement and sender reputation
Tackling technical email deliverability
Improving deliverability after the open
About this survey
PUBLISHED ON
The legendary rock band Led Zeppelin sang about communication breakdowns driving you insane. Just imagine what could happen if your email communication efforts broke down?
The steps you take to make sure your messages reach the inbox are known collectively as the practice of improving email deliverability. We surveyed more than 1,100 email senders in the U.S., France, Germany, Spain, and the U.K. to find out how they handle the intricacies of staying out of spam and achieving inbox placement.
The truth is – too many senders are flying blind. But not to worry. We’re here to help guide you towards a perfect landing in the email inbox.
Table of contents
Key findings from the report
Deliverability disasters are real
Email communications are key to keeping customers engaged, informed, safe, and happy, but a lot can go haywire on the way to the inbox. Here are some scenarios in which deliverability issues could cause serious headaches for businesses:
The big Black Friday promotional campaign you expected to drive tons of sales ends up getting filtered into junk folders.
You just launched a new mobile app, but for some reason, account registration emails are getting blocked by a major mailbox provider.
A seemingly small number of contacts marked your emails as spam. Now your open and click rates look much lower.
These are just some of the situations you can prevent when you understand email deliverability and optimize your sending strategy.
Key findings from the report
Here are a few eye-opening stats from our survey of email senders around the world:
%
don’t know what their email delivery rate is actually measuring.
%
say they rarely or never conduct email list hygiene.
%
call “staying out of spam” a major deliverability challenge.
%
are not monitoring their reputation with major mailbox providers like Gmail.
Email deliverability doesn’t have to be difficult
Our survey also found 78.5% of senders would rate the importance of deliverability an 8 out of 10 or higher. However, only 27% of respondents feel very confident in their knowledge of deliverability.
Thankfully, there’s good news. While email deliverability may seem like a complex and confusing topic, much of what you can do to prevent problems and improve your ability to reach the inbox is simple.
The advice in this report will prompt you to make positive changes that are better for your business, better for mailbox providers, and better for anyone receiving your emails.
“Email deliverability might seem like it's super technical and only happens behind the scenes. But the decisions we make as email marketers have a huge impact on whether messages reach the inbox or end up in spam. From building your list and increasing engagement to avoiding spam complaints, every campaign has the potential to help or hurt your deliverability. Emails that miss the inbox are missed opportunities to connect. So, if you want email marketing to make a difference, deliverability should be a priority.”
Julia Ritter
Sr. Email Marketing Manager, Sinch