The Current State of Email Deliverability
Email deliverability has become increasingly challenging in 2025. With stricter ISP policies, advanced spam filters, and evolving user expectations, reaching the inbox requires a comprehensive strategy. Only 85% of legitimate emails reach the inbox on average, meaning 15% of your carefully crafted campaigns never get seen.
Average Inbox Rate
85% of emails reach primary inbox
Spam Folder Rate
10% land in spam/promotions
Bounce Rate
5% bounce or get blocked
Email Authentication: Your Foundation
Email authentication is no longer optional—it's the foundation of modern email deliverability. The three pillars of authentication work together to prove your legitimacy to ISPs.
SPF Best Practices:
- Keep SPF records under 255 characters
- Limit to 10 DNS lookups maximum
- Use "~all" for soft fail, "-all" for hard fail
- Include all legitimate sending sources
- Regular audit and cleanup of outdated entries
List Hygiene and Management
Your email list is only as good as its quality. Poor list hygiene is the fastest way to damage deliverability.
Improve Your Deliverability Today
Start with list validation to remove invalid emails and improve your sender reputation.
Validate Your List FreeConclusion
Email deliverability in 2025 requires a multi-faceted approach combining technical excellence, content quality, and ongoing optimization. By implementing proper authentication, maintaining list hygiene, and monitoring performance, you can achieve consistently high inbox placement rates.