Email Deliverability Stats to Watch
Open rates aren't the metric that tells you the most.
| Metric | Healthy | Watch out | Red flag |
|---|---|---|---|
| Delivered rate | 98%+ | 97–98% | Below 97% |
| Open rate | 40–60%+ | 16–26% (typical) | Below 15% |
| Click rate | Above 10% | 7–9% (typical) | Below 5% |
| Reply rate | 30%+ | 15–25% (typical) | Below 10% |
| Complaint rate | Near 0% | — | 0.04%+ |
| Hard bounce rate | Under 1% | — | Above 2–2.5% |
| Soft bounce rate | Under 2% | — | Above 5% |
Open rate is inflated by Apple's Mail Privacy Protection auto-opening for many iOS/Mac users — treat as a rough signal. Check delivered rate at both domain and campaign level.
What to prioritize
Complaint rate matters most, then bounce rate — both can trigger an automatic suspension. A weak open rate is disappointing; a rising complaint rate is an emergency.
Check weekly under Settings > Email Services > Email Analytics.
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