15 of the Most Important Email Deliverability Statistics to Know in 2025

Email deliverability is crucial if you’re running campaigns to engage prospects, generate leads, or meet sales goals.

You might be asking yourself:

• Will my emails land in the inbox?
• Which ESPs provide the best deliverability?
• Has Google changed its email filtering?

If these questions sound familiar, you’re in the right place!

In this blog, I’ll share 15 must-know email deliverability statistics for 2025 that will help you assess your performance and improve your inbox placement.

TL;DR: Top Email Deliverability Stats

1. B2B emails have a 98.16% delivery rate—proof that cold emailing is still alive! (Mailmodo)
2. Google leads all ESPs with 87.2% inbox placement and the lowest undelivered rate. (Validity)
3. Microsoft Outlook has the lowest deliverability (75.6%) among major email providers. (Validity)
4. The mining industry has the highest email deliverability rate at 98%. (Validity)
5. The SaaS industry struggles with one of the lowest rates—just 80.9% inbox placement. (Validity)
6. 85% of emails sent in the US make it to the inbox, thanks to high email volume and regulations. (Validity)
7. In Europe, 89.1% of emails are delivered—thanks to GDPR and better email lists. (Validity)
8. A SenderScore of 80+ means you’re likely to land in the inbox, not the spam folder. (SenderScore)
9. 63% of B2B marketers now use AI for writing emails (G2)
10. AI-generated hyper-personalized emails increase click-through rates by 13.44% (Validity)
11. 60% of B2B senders clean their email lists regularly to avoid spam traps and bounces. (Mailgun)
12. The average bounce rate for B2B emails is 2.33%—keep it under 2% to stay safe. (Emma by Marigold)
13. 48% of senders say spam folder issues are their top concern—avoid it with warmups and targeting. (Mailgun)
14. 57.3% of B2B emailers now authenticate emails to meet Google & Microsoft’s new sender rules. (Email Vendor Selection)
15. B2B emails have an 8% reply rate—follow-ups can increase it by up to 20%! (Saleshandy)

15 Important Email Deliverability Statistics for 2025

Let’s take a look at the top email deliverability trends for 2025. 

I have tried to cover everything from average deliverability rates around the world to which ESP is offering the maximum inbox placement.

You can analyze these trends to improve your email strategy and make sure your messages land in the inbox.

1. Delivery Rate for B2B Emails is Around 98.16%        

According to Mailmodo Email Stats report, the delivery rate for B2B emails is around 98.16%.

This means cold emailing is still one of the top channels for B2B lead generation in 2025.

So, as long as you follow the email deliverability checklist, you’re pretty much guaranteed that your emails will land in your recipients’ inboxes.

2. Google Offers the Highest Email Deliverability of Any ESP

According to Validity’s Q1 2025 report, Google is still leading the pack when it comes to email deliverability.

Just take a look at the table below—Google tops the list compared to all other major email service providers.

Source

3. It’s Getting Harder to Deliver Emails with Microsoft Outlook

According to Validity’s latest report, Microsoft Outlook’s email deliverability has taken a big hit compared to last year.

If you check the table above, you’ll see that Outlook has the lowest deliverability rate among all major email providers.

One reason could be Outlook’s new Sweep functionality—it lets users move bulk emails to a separate folder, which means your emails might not land in the main inbox.

So, if you’re planning to set up a new email domain, Google Workspace might be the safer choice for better inbox placement.

4. Mining Industry Has the Highest Deliverability Rate (98%)

The Validity report on global email sending patterns further revealed that the mining industry has the highest deliverability rate compared to all other industries.

Healthcare, construction, and telecommunications follow closely, with deliverability rates varying between 88%-95%.

5. Software/IT Industry Has Lower Deliverability Rates (80.9%)

The same Validity study also reports that the Software has one of the lowest deliverability rates, with an average of only 80.9%!

It is accompanied by manufacturing and agriculture as the industries with the lowest deliverability rate.

So, if you’re operating in the software, manufacturing, or agriculture industries, you might want to warm up your email accounts to achieve a high inbox placement rate!

6. 85% of Emails Sent in the U.S. Are Being Delivered Successfully

The 2025 Validity Report on email sending patterns has also analyzed the regional deliverability rate.

According to its survey, the average email deliverability rate across the United States stands at 85%.

Here’s why the U.S. email deliverability rate is considerably lower:

• High volume of emails being sent—nearly 9.7 billion every day
• Laws like CAN-SPAM directly result in lower deliverability due to strict regulations

Therefore, if you’re sending emails to largely American recipients, you might want to explore our email deliverability guide for a list of best email sending practices!

7. Europe Remains the Best Performing Global Region, with Inbox Placement Rates of 89.1%

The Validity regional trends further suggest that the average inbox placement rate in Europe is marginally higher than that in the United States, at 89.1%.

Here are two reasons that explain this difference of 4 percentage points:

• European B2B email lists are more likely to be accurate due to GDPR regulations
• The volume of emails sent in Europe is much lower than that of the United States

Simply put, Europeans are sending fewer emails to more accurate email addresses, resulting in a higher deliverability rate!

8. A Sender Reputation of 80+ Ensures High Email Deliverability

SenderScore is a free-to-use email reputation platform. 

According to it, a sender reputation of 80 or higher is good enough to guarantee high email deliverability.

One way to ensure a high sender reputation is to follow ESP guidelines and avoid violating the daily sending limits.

Plus, I also recommend authenticating your email account—it’ll help you convince your ESP that you take email security seriously!

Pro Tip: Here’s a detailed guide that’ll help you perform a quick email reputation check.

9. 63% of B2B Marketers are Using AI for Email Outreach 

According to G2’s email marketing findings, 63% of B2B marketers have already started using AI for email marketing.

But what really surprised me is this report from Sciendo—it says 0% of AI-generated emails are being marked as spam!

That said, just copying and pasting emails directly from AI won’t cut it. You still need to hyper-personalize them to make sure they land in the inbox and actually get replies.

10. Hyper-personalized AI Emails Are Improving Email Click Throughs by 13.44%

Another Validity report found that using AI in email marketing is helping increase click-through rates by 13.44%!

So, if you’re wondering whether to try AI in your email campaigns, here’s my honest take: absolutely yes!

11. 60% of B2B Email Senders Clean Email Lists

Mailgun’s annual State of Deliverability report for 2025 found that nearly 60% of all email senders are cleaning their email lists.

This is largely to remove invalid email addresses, minimize duplication, and comply with privacy laws.

Simply put, clean email lists are important for improving your email deliverability rate!

Remember: the cleaner your email lists, the better your chances of landing in inboxes

12. On Average, B2B Emails Have a 2.33% Bounce Rate

According to Emma by Marigold, the average email bounce rate is 2.33%.

That means if you send 1,000 emails, around 23 may result in a hard bounce—they won’t be delivered at all.

For B2B emails, a bounce rate of under 2% is considered healthy. So as long as fewer than 2 out of every 100 emails bounce, your deliverability should stay on track.

To keep your bounce rate low:

• Buy email lists only from trusted B2B vendors
• Regularly clean your lists to remove outdated or invalid contacts
• Verify bulk lists before launching cold email campaigns

13. 48% of B2B Users Struggle to Stay Out of the Spam Folder

According to Mailgun’s 2025 State of Email Deliverability survey, 48% of users say their biggest challenge is avoiding the spam folder.

So, how can you keep your spam complaint rate below the recommended 0.1%?

Here’s what I recommend:

• Build a targeted email list to keep your content relevant
• Use double opt-in for marketing emails to ensure engagement
• Warm up your email account before starting any cold email campaign

Follow these steps, and you’ll have a much better shot at landing in the inbox—not the spam folder!

14. 57.3% of B2B Emailers are Authenticating Their Emails

According to an April 2025 report by Email Vendor Selection, nearly 58% of all B2B email senders are authenticating their email accounts. 

This is likely because Google, Microsoft, and all other major ESPs have recently changed their bulk sender requirements.

So, if you plan to or are already sending mass emails, you’ll need to set up your email authentication records. Otherwise, your emails could consistently land in the spam folder.

Pro Tip: Here’s a step-by-step guide on how to set up SPF, DKIM, and DMARC records to comply with your ESP’s bulk sender requirements.

15. The Average Reply Rate for B2B Emails is 8%

According to Saleshandy, the average reply rate for B2B emails is 8%.

That means for every 100 emails you send to businesses, you can expect around 8 responses.

To improve your reply rate, make sure to:

• Personalize the subject line and opening sentence
• Send follow-up emails—your recipient might just be busy

Pro Tip: Sending follow-up emails consistently for four weeks can boost your chances of getting a reply by up to 20%!

Email Deliverability Statistics: FAQs

1. What is a good email deliverability rate for B2B emails?

A good email deliverability rate for B2B emails is around 98%. However, this can vary considerably depending on the industry, ESP, and region you’re working with.

2. How to calculate email deliverability rate?

The email deliverability rate measures how many emails are delivered to your recipients’ primary inbox. For instance, if you send 100 emails and 90 are landing in the inbox, your email deliverability rate would be 90%. 

3. What is the best way to increase email deliverability?

The best way to increase your email deliverability is to use an automated email warmup tool. Here’s how it assures a high inbox placement rate by mimicking human-like email sending behavior with the ESP’s trust:

• Sends emails to accounts with a high sender reputation
• Opens the emails, removes them from spam folders, and marks them important
• Replies to emails to maintain conversational threads
• Gradually increases the sending volume