Put quite simply, while a lot of agencies and brands alike aim to land in peoples’ inboxes time and time again and make that next sale, fewer of them than you’d imagine actually successfully manage to do this on a consistent basis. What’s a good deliverability rate, you ask? It absolutely needs to be in the high 90 percentiles - the closer you get to that golden 100%, the better. Anything less than 98% means that there’s work to do. Anything less than 95% and you really need a pro on your program ASAP.
It’s not easy to hit 100% - in fact, it’s quite hard, and requires constant monitoring along with frequent cleaning. When your list consists of tens if not hundreds of thousands of contacts, poor deliverability could mean that you’re missing out on a small town’s worth of interested customers with every single email that you send.