At GlockApps, we continue to monitor email deliverability and collect data based on email tests created by our customers. We have already shared email deliverability statistics for Q1 and Q2, and now we have a new report on email deliverability for Q3 2024. As always, this data is calculated based on email tests conducted by GlockApps users.
Email delivery statistics: Email delivery rate (ESP) per sender
The email service provider (ESP) used to send email campaigns can influence where messages are placed. ESPs use a shared pool of IPs where some IP . Email deliverability statistics for Q3 2024 addresses may have high scores and others may have medium or low reputations. The sending IP can have an impact, although the reputation of the sender domain is a more influential factor.
If you’re in the process of choosing the best ESP for your email communications, check out the following statistics to see which providers other companies are using.
The breakdown of the most popular ESPs used by GlockApps clients in Q3 2024 is as follows:
- Google – 38%
- Mail Gun – 13%
- Outlook – 11%
- Amazon SES – 11%
- Send Grid – 5%
Google remains at the top of the list. The percentage of senders using Mailgun has slightly increased compared to Q2. Outlook, Amazon SES, and SendGrid continue to rank in the top 5.
Next, we present a chart of email deliverability by ESP chad email list 473553 contact leads based on the GlockApps email test conducted in Q3 2024. It is important to note that we only count messages that were delivered in the Inbox or Spam. Messages that were not delivered (blocked or rejected) are ignored.
Email delivery statistics: Email delivery rates for each ISP
Today, we share data on average email deliverability for the most popular email service providers (ISPs). This data does not take into account the email service provider used, the volume of emails sent, or the type of emails (marketing, promotional, subscription, or cold outreach).
The chart below shows the inbox and spam delivery rates for the past two quarters so you can quickly notice recent changes in your email deliverability.
Email Deliverability Statistics 2024: Inbox Placement Rates per ISP – Q3 vs. Q2
Check out the statistics below to see how inbox placement rates in Q3 2024 have changed compared to Q2.
*Gmail (non-interactive) is the seed email address we started using for testing in Inbox Insight v2.0 starting in October 2023.
**Gmail (Legacy) are seed email addresses, However clearly understanding regulatory requirements and that were moved from the old Inbox Insight tool to the new seed list. These are aging mailboxes that have been receiving email for many years.
The reason for keeping two types of seed email addresses for Gmail is that Gmail is more sensitive to user engagement and email volume sent than other ISPs.
The data shows that the average inbox placement rate across all monitored mailbox providers declined slightly in the third quarter.
Email Deliverability Statistics 2024: Spam Delivery Rates per ISP – Q3 vs. Q2
Now, let’s look at the spam folder placement rates for the monitored inbox providers that we calculated based on testing conducted in Q3 2024.
According to our email deliverability statistics, the percentage of emails filtered as spam decreased in Q3 2024 for all ISPs we tested.
Email Deliverability Statistics for Q3 2024: Email Deliverability Per Volume
Let’s dig into the details and examine the deliverability kcrj of our emails based on the number of messages sent per month. As before, we’ll break our senders into five groups to see if volume matters.
Email delivery rate: 1 – 10,000 emails per month
According to our data, email deliverability rates for low-volume senders in Q3 2024 are as follows:
Although the average inbox placement rate is higher than the spam placement rate, statistics show that mailbox providers such as Outlook, Hotmail, Yahoo, AOL, etc. filter 30-45% of emails as spam.
Email delivery rate (Q3 2024): 10,001 – 50,000 emails per month
For senders sending 10,001 to 50,000 messages per month, statistics we collected from testing in Q3 2024 show the following average email deliverability rates:
For this group of senders, the average inbox placement rate is much higher than the spam placement rate. Gmail’s inbox placement rate increased to 59-68%, while the 1-10K senders had an inbox placement rate of 14-23%. Meanwhile, AOL, Yahoo, Hotmail, and Outlook filter almost half of their incoming mail as spam.
Email delivery rate (Q3 2024): 50,001 – 200,000 emails per month
Analysis of email testing reports from senders with monthly email volumes of 50,001 – 200,000 revealed the following average deliverability rates for Q3 2024:
For senders who send 500,000-200,000 emails per month, the average inbox placement rate is 57%, which is almost unchanged compared to senders who send 100,000-50,000 emails per month. The average spam placement rate increased by 4%, and Yahoo and AOL’s spam filtering rates exceeded 50%, at 54% and 52%, respectively.
Email delivery rate (Q3 2024): 200,001 – 1,000,000 emails per month
Based on testing conducted at GlockApps in Q3 2024, we offer the following email deliverability rates for high-volume senders (200-1,000K/month):
According to GlockApps’ testing, senders with 2-1 million monthly messages have a significantly higher average inbox placement rate than senders with medium to low monthly volumes. All monitored inbox providers noticed this improvement. Thus, AOL and Yahoo send 56% and 57% of emails to Inbox, respectively, compared to 30% and 31% for 500,000-200,000 senders. Outlook shows 48% inbox, compared to 42% for the previous sender segment.
Email delivery rate (Q3 2024): 1,000,000+ emails per month
The final group (senders sending 1 million or more emails per month) shows average deliverability rates in Q3 2024:
For high-volume senders, our analysis shows a sharp drop in inbox placement rates for all monitored inbox providers. The best performing ISP is Google, with a 9-month old test address – 39% inbox rate. At the same time, it was able to filter 47% of spam.
The worst result (13% inbox) belongs to Google’s aging email addresses. AOL and Yahoo only have 18-19% of their messages in the inbox, while 200-1,000K senders have a 56-57% inbox rate. Outlook also shows an 18% inbox rate, which is much lower than the inbox rate in the previous segment.
Average Email Delivery Rate per Volume: Q3 2024 Aggregate Data
The following table summarizes the average inbox and spam placement rates received by all monitored sender groups.
In conclusion
Based on the analysis of reports received by GlockApps in Q3 2024, here are the key takeaways we would like to bring to your attention:
- Protonmail was the best performing ESP in the third quarter, with an inbox rate of 70% and a spam rate of 12%;
- The most popular ESPs show these numbers:
– Outlook: 46% inbox, 30% spam
– Google: 45% inbox, 33% spam
– ActiveCampaign: 45% inbox, 19.50% spam
– SendGrid: 38% inbox, 35% spam
– MailChimp: 36.33% inbox, 28% spam
The average inbox placement rate for
- All monitored ISPs decreased by 3% compared to the second quarter of 2024: 46.56% in Q3 and 49.94% in Q2;
- The average spam delivery rate for all monitored ISPs decreased by 3% compared to the second quarter of 2024: 22.85% in the third quarter and 25.95% in the second quarter;
- Senders under 10K and 1,000K per month showed the highest inbox placement rates in Q3: 57-63%;
- Senders with less than 10K monthly send volumes have poor inbox placement rates: an average of 28% inbox placement rate;
- High-volume senders who send more than 1,000,000 emails per month had the worst inbox placement rates in the third quarter: an average of 24.99%;
- Based on the data received, it can be concluded that the number of messages sent from a domain each month is critical to the email placement decisions made by ISPs. Senders with higher monthly sending volumes can observe better delivery rates in inboxes than senders with lower sending volumes. Senders who send millions of messages each month may also see a decrease in their inbox placement rates.
We’ve shared email deliverability
A statistics for Q3 2024 to help you understand how your metrics compare to the average rates. As always, it’s important to remember that email placement is determined by a variety of factors, with sender reputation playing a leading role.
We encourage senders to use the GlockApps Inbox Insight test to ensure important email marketing campaigns are delivered to inboxes before going live.
