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Email Deliverability Benchmark

August 10, 2025 - August 10, 2026 Last update: August 10, 2026

Email Deliverability Benchmark

Daily updated insights into where emails land and why.

Based on thousands of daily tests from our service across industries and providers. All data is aggregated and anonymized.

Last update: August 10, 2026
Aug 10, 2025 - Aug 10, 2026

Deliverability health score

Global Deliverability Health Score

87 / 100
Excellent
Global deliverability remains challenging in 2026. Improved SPF/DKIM/BIMI adoption helps, but increased spam filtering and stricter ISP policies have tightened inbox placement.

Sender Authentication & Infrastructure

SPF Adoption
90% good

Strong adoption continues with 10% still lacking basic SPF records.

DKIM Adoption
88% good

Strong adoption continues with 12% still lacking basic DKIM records.

DMARC Adoption
54% poor

Adoption is developing, though 46% have not implemented DMARC yet.

BIMI Adoption
0.98% critical

Low adoption overall, with 99% missing BIMI entirely.

Reverse DNS
98% excellent

Near-universal adoption with only 2% lacking proper rDNS.

Domain Age
Inboxed avg 9.7 years
New domains face stricter scrutiny.
Domains by TLD
.com 53.82% of tested domains
.org 2.54% of tested domains
.net 2.48% of tested domains
What the tested sample is made of, not how each suffix performs.
Blacklists
Domain 0.3%
IP 4%
Even a single blacklist listing can tank inbox rates.

Comprehensive Check Analysis (All Unspam.email Test Categories)

OK status
84% Pass

Checks passed successfully

WARN status
12% Warn

Minor issues that could improve

BAD status
4% Fail

Critical issues requiring attention

Domain Blacklists
Domain reputation across major blacklists
100%
pass rate
IP Blacklists
IP address reputation across major blacklists
96%
pass rate
SPF Records
Sender Policy Framework validation
90%
pass rate
DKIM Signatures
Digital signature authentication
88%
pass rate
DMARC Policies
Domain-based authentication alignment
54%
pass rate
BIMI Records
Brand Indicators for Message Identification
0.98%
pass rate
Reverse DNS
PTR record configuration
98%
pass rate
List-Unsubscribe Header
RFC 2369 unsubscribe mechanism
14%
pass rate
HTML Best Practices
Email HTML structure validation
34%
pass rate
Subject Line Quality
Subject line spam trigger analysis
63%
pass rate
Broken Links
Link destination validation
78%
pass rate
Body Content Analysis
Content spam pattern detection
89%
pass rate
Short URL Usage
URL shortener service detection
94%
pass rate
Accessibility Standards
Email accessibility compliance
85%
pass rate
Domain Suffix Reputation
Top-level domain reputation analysis
100%
pass rate
Domain Age Factor
Domain registration age verification
52%
pass rate
90%+ pass rate: Excellent deliverability practices
75-89% pass rate: Good, with room for improvement
<75% pass rate: Critical issues need immediate attention
0.0 - 1.0
Excellent
46%
of emails
1.1 - 3.0
Good
42%
of emails
3.1 - 5.0
Caution
8%
of emails
5.1 - 10.0
Poor
4%
of emails
10.0+
Critical
0.12%
of emails
Scores <3.0: Generally delivered to inbox
Scores 3.1-5.0: May be filtered or flagged
Scores >5.0: High probability of spam folder
Scores >10.0: Likely blocked completely

BIMI (Brand Indicators for Message Identification)

BIMI Record Published
0.98% +25% brand recognition

Domains with valid BIMI DNS records

VMC Verified Logos
0.83% +18% open rates

Verified Mark Certificates with authenticated logos - growing fast

Logo Display Rate
0.98% +32% trust score

Successful logo displays in supported clients - improved compatibility

Client Support
72% Expanding rapidly

Email clients supporting BIMI display - Apple Mail adoption key

Software/Tech
Technical audience, growing adoption
10% Low
Education
Limited budgets slow VMC adoption
9% Low
Media & Publishing
Brand differentiation is important
9% Low
Financial Services
Trust and brand recognition are critical
9% Low
Retail & E-commerce
Visual branding drives purchases
8% Low
Health & Wellness
Credibility boosts customer confidence
7% Low
Travel & Hospitality
Strong branding influences booking decisions
7% Low
Business Services
B2B focus, gradual adoption
7% Low
Benefits
Brand Recognition: +25%
Open Rates: +18%
Trust Score: +32%
VMC-verified logos show highest impact.
Client Support
Gmail: Full Support
Outlook: Partial
Apple Mail: iOS 16+
Support expanding rapidly across platforms.
Implementation
DNS Setup: Required
VMC Cost: $1500+/year
DMARC: p=quarantine+
Requires strong DMARC policy first.

Content & Best Practice Stats

List-Unsubscribe Compliance
14% poor

Essential for user trust and deliverability. Missing headers increase spam complaints, and 86% are not compliant with List-Unsubscribe requirements.

Broken Links Clean
78% average

Even a few malfunctioning links can disrupt campaigns and reduce engagement, with 22% of links being broken.

No Spammy Words
89% good

Frequent triggers: "100% Free", "Urgent", "Act Now".

No Risky Short URLs
94% good

94% passed without risky URL shorteners that can conceal malicious destinations.

Accessibility Compliance
85% good

Missing alt text and poor readability harm user experience and inclusive design. Alt text is missing from 15% of images.

ALL CAPS 2%
Emoji 3%
>60 chars 8%
Short, clear subjects and proper unsubscribe links are strongly correlated with better inbox placement.

Methodology and citation

These benchmarks are aggregated from email deliverability checks run through Unspam over the trailing 12 months and refreshed every 24 hours. Figures reflect senders who tested with Unspam, so they skew toward senders actively diagnosing a deliverability issue and do not represent all email globally.

Cite this: Unspam Email Deliverability Benchmark, unspam.email/email-deliverability-benchmark (updated August 10, 2026).

Those are other senders' numbers. See where your own email lands.

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Source: Unspam Email Deliverability Benchmark, unspam.email/email-deliverability-benchmark. Updated August 10, 2026.