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Email Deliverability Benchmark

Name: Unspam Email Deliverability Benchmark
Creator: Unspam
License: https://creativecommons.org/licenses/by/4.0/

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: June 30, 2026

Choose the Time Period

Jul 1, 2025 - Jul 1, 2026

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

87% good

Strong adoption continues with 13% still lacking basic DKIM records.

DMARC Adoption

57% poor

Adoption is developing, though 43% have not implemented DMARC yet.

BIMI Adoption

1% 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 9.4 years

New domains face stricter scrutiny.

TLD Performance

.com 53.61% inbox

.org 2.64% inbox

.net 2.52% inbox

Cheap TLDs face heavy filtering.

Blacklists

Domain 0.29%

IP 3%

Even a single blacklist listing can tank inbox rates.

Comprehensive Check Analysis (All Unspam.email Test Categories)

OK status

82% Pass

Checks passed successfully

WARN status

14% 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 monitoring

97%

pass rate

SPF Records

Sender Policy Framework validation

90%

pass rate

DKIM Signatures

Digital signature authentication

87%

pass rate

DMARC Policies

Domain-based authentication alignment

57%

pass rate

BIMI Records

Brand Indicators for Message Identification

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

31%

pass rate

Subject Line Quality

Subject line spam trigger analysis

58%

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

95%

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

51%

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

45%

of emails

1.1 - 3.0

Good

43%

of emails

3.1 - 5.0

Caution

of emails

5.1 - 10.0

Poor

of emails

10.0+

Critical

0.13%

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

1% +25% brand recognition

Domains with valid BIMI DNS records

VMC Verified Logos

0.77% +18% open rates

Verified Mark Certificates with authenticated logos - growing fast

Logo Display Rate

1% +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

9% Low

Education

Limited budgets slow VMC adoption

9% Low

Media & Publishing

Brand differentiation is important

8% Low

Retail & E-commerce

Visual branding drives purchases

8% Low

Financial Services

Trust and brand recognition are critical

8% Low

Travel & Hospitality

Strong branding influences booking decisions

7% Low

Health & Wellness

Credibility boosts customer confidence

6% Low

Business Services

B2B focus, gradual adoption

6% 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".

Short URLs Used

95% good

Short URLs simplify click tracking and analytics, however they may introduce risk by concealing 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 June 2026).

Deliverability health score

Methodology and citation