Deliverability Rate vs Delivery Rate: The Difference

Deliverability Rate vs Delivery Rate

Deliverability rate is the percentage of sent emails that reach the inbox, as distinct from delivery rate, which only counts messages the receiving server accepted.

Deliverability rate vs delivery rate

The two get confused constantly. Delivery rate counts messages the server accepted, including ones filtered to spam. Deliverability rate counts messages that reached the inbox. A campaign can show 99% delivery and a far lower deliverability rate if much of it landed in spam. See inbox placement for the fuller distinction.

How to measure and improve it

Measure it with seed-list inbox test, since logs only give delivery rate. Improve it the usual way: authentication, reputation, and list hygiene.

How Nitrosend reports it

Placement is measured against real seed mailboxes with per-provider trends, so you see the deliverability rate that matters rather than the delivery rate that flatters.

FAQ

What is deliverability rate?

The percentage of sent emails that reach the inbox, unlike delivery rate, which counts every message the server accepted including those filtered to spam.

What's the difference between delivery rate and deliverability rate?

Delivery rate counts server acceptance. Deliverability rate counts inbox placement. High delivery with low deliverability means mail is being accepted but filtered to spam.