Email Deliverability Statistics Q3 2024: Is It Getting Better?
Estimated reading time: 11 minutes
At GlockApps, we continue monitoring email deliverability and collect data based on the email tests created by our customers. We’ve already shared email deliverability statistics for quarter 1 and quarter 2 and now we are here with the new report about email deliverability for quarter 3 of 2024. As always, the data is calculated based on email tests made by the GlockApps users.
Email Deliverability Statistics: Email Delivery Rates per Senders (ESPs)
The email service provider (ESP) used for sending email campaigns can make a difference for where the message is placed. ESPs use shared IP pools where some IP addresses may have a better score while others may have a middle or low reputation. Although the reputation of a sender’s domain is a much more impactful factor, the sending IP may swing the scales.
If you are choosing the best ESP for your email communications, check the below statistics to see what providers other companies use.
In quarter 3 of 2024, the breakdown by the most popular ESPs used by the GlockApps clients is as follows:
- Google – 38%
- Mailgun – 13%
- Outlook -11%
- Amazon SES – 11%
- SendGrid – 5%
Google is still on top. The percentage of senders using Mailgun slightly increased compared to quarter 2. Outlook, Amazon SES and SendGrid continue to be on the top 5 list.
Next, we present the chart of email deliverability by ESPs based on the GlockApps email tests made in quarter 3 of 2024. It is to note that we counted the messages delivered in Inbox or Spam only. Undelivered messages (blocked or rejected) are omitted.
| ESP | Average Inbox Rate (%) | Average Spam Rate (%) |
| Protonmail | 70,00 | 12,00 |
| ConvertKit | 48,00 | 20,00 |
| Outlook | 46,00 | 30,00 |
| ActiveCampaign | 45,00 | 19,50 |
| Klaviyo | 45,00 | 23,00 |
| 45,00 | 33,00 | |
| Hubspot | 43,00 | 26,00 |
| Amazon SES | 39,00 | 31,00 |
| SendGrid | 38,00 | 35,00 |
| Salesforce | 37,00 | 28,00 |
| MailChimp | 36,33 | 28,00 |
| Mailjet | 35,00 | 38,00 |
| GoDaddy | 35,00 | 50,00 |
| Mailgun | 31,50 | 48,50 |
| SMTP.com | 30,00 | 43,00 |
| MailerLite | 29,00 | 21,00 |
| Brevo | 28,00 | 33,00 |
| Zoho | 27,00 | 42,00 |
| cp20.com | 23,00 | 52,00 |
| MailerSend | 17,00 | 57,00 |
| Total: | 37,38 | 33,08 |
Email Deliverability Statistics: Email Delivery Rates per Mailbox Providers (ISPs)
Now, we share the data on the average email delivery rates for the most popular mailbox providers (ISPs). This data doesn’t take an email service provider used, the volume of emails sent, or the type of email messages (marketing, promotion, subscription, or cold outreach) into account.
The tables below represent the Inbox and Spam placement rates by the last two quarters so that you can quickly notice the recent changes in email deliverability.
Email Deliverability Statistics 2024: Inbox Placement Rates per ISP – Q3 vs Q2
Check the statistics below to see how the Inbox placement rate changed in quarter 3 compared to quarter 2 of 2024.
*Gmail (non-interactive) are the seed email addresses that we started using for tests in the Inbox Insight v2.0 starting from October 2023.
**Gmail (legacy) are the seed email addresses moved to the new seed lists from the old Inbox Insight tool. These are aged mailboxes that have been receiving email messages for years.
The reason for keeping the two categories of seed email addresses for Gmail is that Gmail is sensitive to user engagement and the volume of sent emails more than other ISPs.
| ISP | Inbox Average, %Q3 2024 | Inbox Average, %Q2 2024 |
| Amazon Workmail | 70,13 | 80,54 |
| GMX.com | 70,11 | 72,48 |
| Exchange (Office 365) | 62,19 | 70,21 |
| Gmail (non-interactive)* | 49,34 | 54,44 |
| Zoho | 47,28 | 46,73 |
| G Suite (Google Workspace) | 46,59 | 51,14 |
| Att.net | 38,34 | 42,73 |
| Gmail (legacy)** | 38,09 | 40,06 |
| Hotmail | 36,32 | 36,77 |
| Outlook | 33,08 | 34,11 |
| Yahoo | 31,33 | 35,16 |
| AOL | 31,16 | 34,91 |
| Total | 46,56 | 49,94 |
According to the data, the average Inbox placement rates for all of the monitored mailbox providers slightly decreased in quarter 3.
Email Deliverability Statistics 2024: Spam Placement Rates per ISP – Q3 vs Q2
Now let’s look at the Spam folder placement rates with the monitored inbox providers that we calculated based on the tests made in quarter 3 of 2024.
| ISP | Spam Average, %Q3 2024 | Spam Average, %Q2 2024 |
| Yahoo | 38,33 | 42,35 |
| AOL | 37,77 | 42,07 |
| Outlook | 35,39 | 38,75 |
| Hotmail | 33,11 | 37,28 |
| G Suite (Google Workspace) | 30,39 | 36,10 |
| Gmail (legacy) | 30,19 | 35,05 |
| Gmail (non-interactive) | 29,80 | 31,25 |
| Att.net | 25,39 | 30,01 |
| Exchange (Office 365) | 5,64 | 7,71 |
| Zoho | 4,54 | 5,40 |
| GMX.com | 3,05 | 4,80 |
| Amazon Workmail | 0,61 | 0,57 |
| Total | 22,85 | 25,95 |
According to our email deliverability statistics, the percentage of emails filtered out to Spam in quarter 3 of 2024 decreased for all the ISPs we run tests with.
Email Deliverability Statistics Q3 2024: Email Delivery Rates per Volume
Let’s dive into the details and examine email deliverability based on the number of messages sent per month. As before, we divided the senders into the five groups to see if the volume matters.
Email Deliverability Rate: 1 – 10,000 Emails per Month
According to our data, the email delivery rates for small volume senders in quarter 3 of 2024 are as follows:
| ISP | Inbox Average (%) | Spam Average (%) |
| Amazon Workmail | 59,78 | 0,82 |
| GMX.com | 55,92 | 6,29 |
| Exchange (Office 365) | 40,68 | 10,06 |
| Zoho | 30,10, | 3,66 |
| Att.net | 25,44 | 17,13 |
| Gmail (non-interactive) | 23,89 | 17,68 |
| Outlook | 21,86 | 30,97 |
| Hotmail | 20,67 | 31,33 |
| Yahoo | 15,37 | 45,48 |
| G Suite (Google Workspace) | 15,14 | 19,43 |
| Gmail (legacy) | 14,75 | 31,84 |
| AOL | 13,15 | 45,01 |
| Total | 28,15 | 21,64 |
Although the average Inbox placement rate is higher than the Spam placement rate, the statistics show that such mailbox providers as Outlook, Hotmail, Yahoo, and AOL filtered 30-45% of messages to Spam.
Email Deliverability Rate (Q3 2024): 10,001 – 50,000 Emails per Month
For the senders with 10,001 – 50,000 messages per month, our statistics collected from the tests made in quarter 3 of 2024 show these average email deliverability rates:
| ISP | Inbox Average (%) | Spam Average (%) |
| GMX.com | 81,64 | 2,64 |
| Amazon Workmail | 80,19 | 1,20 |
| Exchange (Office 365) | 79,69 | 4,24 |
| Zoho | 73,17 | 2,99 |
| Gmail (non-interactive) | 68,83 | 16,37 |
| G Suite (Google Workspace) | 68,41 | 17,95 |
| Gmail (legacy) | 59,84 | 24,59 |
| Att.net | 35,76 | 44,58 |
| AOL | 35,29 | 47,45 |
| Hotmail | 35,28 | 49,72 |
| Yahoo | 34,63 | 48,23 |
| Outlook | 33,90 | 49,19 |
| Total | 57,22 | 25,76 |
For this group of senders, the average Inbox placement rate is much higher than the Spam placement rate. The Inbox placement rate for Gmail increased up to 59-68% vs 14-23% for 1-10K senders. At the same time, AOL, Yahoo, Hotmail and Outlook filtered almost half of the received messages to Spam.
Email Deliverability Rate (Q3 2024): 50,001 – 200,000 Emails per Month
The analysis of email test reports for email senders with the volume of 50,001 – 200,000 messages per month revealed these average delivery rates in quarter 3 of 2024:
| ISP | Inbox Average (%) | Spam Average (%) |
| GMX.com | 88,54 | 1,04 |
| Amazon Workmail | 86,25 | 0,05 |
| Exchange (Office 365) | 83,06 | 4,05 |
| Zoho | 65,40 | 6,38 |
| G Suite (Google Workspace) | 65,34 | 24,75 |
| Gmail (non-interactive) | 55,75 | 35,52 |
| Att.net | 52,56 | 33,66 |
| Hotmail | 46,83 | 43,26 |
| Outlook | 42,94 | 46,15 |
| Gmail (legacy) | 40,47 | 49,72 |
| Yahoo | 31,36 | 54,42 |
| AOL | 30,83 | 52,71 |
| Total | 57,44 | 29,31 |
For senders with 50-200K emails per month, the average Inbox placement rate is 57% – almost no change compared to the one for the 10-50K segment. The average Spam placement rate increased by 4% with Yahoo and AOL filtering more than 50% to Spam – 54% and 52% respectively.
Email Deliverability Rate (Q3 2024): 200,001 – 1,000,000 Emails per Month
Based on the tests made in GlockApps in quarter 3 of 2024, we present the following email delivery rates for large volume senders (200 -1,000K /month):
| ISP | Inbox Average (%) | Spam Average (%) |
| Amazon Workmail | 87,39 | 0,40 |
| GMX.com | 86,50 | 4,01 |
| Exchange (Office 365) | 74,21 | 5,75 |
| Gmail (legacy) | 62,33 | 27,92 |
| Hotmail | 59,37 | 27,33 |
| G Suite (Google Workspace) | 59,07 | 30,24 |
| Gmail (non-interactive) | 58,49 | 32,34 |
| AOL | 57,11 | 32,35 |
| Yahoo | 56,76 | 32,71 |
| Att.net | 55,81 | 18,58 |
| Zoho | 50,42 | 6,68 |
| Outlook | 48,68 | 37,16 |
| Total | 63,01 | 21,29 |
According to GlockApps tests, the average Inbox placement rate for the senders with the monthly volume of 200 – 1,000K messages is considerably higher than the one for the senders with a small and middle monthly volume. The improvement is noticed for all the monitored inbox providers. Thus, AOL and Yahoo sent 56% and 57% of emails to Inbox respectively compared to 30% and 31% for 50 – 200K senders. Outlook demonstrates 48% Inbox vs 42% for the previous segment of senders.
Email Deliverability Rate (Q3 2024): 1,000,000+ Emails per Month
The last group – senders with 1 million emails per month or more – demonstrates these average delivery rates in quarter 3 of 2024:
| ISP | Inbox Average (%) | Spam Average (%) |
| Gmail (non-interactive) | 39,73 | 47,05 |
| GMX.com | 37,94 | 1,25 |
| Amazon Workmail | 37,02 | 0,60 |
| Exchange (Office 365) | 33,30 | 4,11 |
| G Suite (Google Workspace) | 24,95 | 59,58 |
| Att.net | 21,14 | 13,00 |
| Hotmail | 19,47 | 13,91 |
| AOL | 19,44 | 11,35 |
| Yahoo | 18,52 | 10,79 |
| Outlook | 18,03 | 13,48 |
| Zoho | 17,29 | 2,98 |
| Gmail (legacy) | 13,06 | 16,86 |
| Total | 24,99 | 16,24 |
For high volume senders, our analysis reveals a drastic decrease in the Inbox placement ratio across all the monitored inbox providers. The best performing ISP is Google with 9-month old test addresses – 39% Inbox rate. At the same time, it filters 47% in Spam.
The worst result (13% Inbox) belongs to Google aged email addresses. AOL and Yahoo sent only 18 -19% in the Inbox compared to 56-57% for 200 – 1,000K senders. Outlook also demonstrates 18% Inbox rate, which is much lower than the one for the previous segment.
Average Email Delivery Rates per Volume: Aggregate Data for Q3 2024
The table below summarizes the average Inbox and Spam placement rates received for all the monitored groups of senders.
| Email Volume / Month | Inbox Average (%) | Spam Average (%) |
| 1 – 10,000 | 28,15 | 21,64 |
| 10,001 – 50,000 | 57,22 | 25,76 |
| 50,001 – 200,000 | 57,44 | 29,31 |
| 200,001 – 1,000,000 | 63,01 | 21,29 |
| 1,000,000+ | 24,99 | 16,24 |
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Conclusion
Based on the analysis of the reports received by GlockApps during quarter 3 of 2024, here are the key takeaways we’d like to bring to your attention:
- Protonmail was the best performing ESP in quarter 3 with 70% Inbox rate and 12% Spam rate;
- the most popular ESPs demonstrated 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 across all the monitored ISPs decreased by 3% compared to quarter 2 of 2024: 46,56% in Q3 vs 49,94% in Q2;
- the average Spam placement rate across all the monitored ISPs decreased by 3% compared to quarter 2 of 2024: 22,85% in Q3 vs 25,95% in Q2;
- senders with 10K per month and up to 1,000K demonstrated the highest Inbox placement rates in quarter 3: 57-63%;
- senders with the smallest volume under 10K/month had a poor Inbox placement rate: 28% Inbox on average;
- large volume senders with more than 1,000K emails per month demonstrated the worst Inbox placement rate in quarter 3: 24,99% on average;
- based on the received data, it is possible to conclude that the number of messages sent per month from a domain matters for email placement decisions made by ISPs. Senders with a good monthly volume can observe a better deliverability in the inbox rather than ones sending a low volume. Senders distributing millions every month may also see a drop in their Inbox placement rate.
We shared our email deliverability statistics for quarter 3 of 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 where sender reputation takes the leading role.
We encourage the senders to use GlockApps Inbox Insight tests to ensure their important email campaigns are delivered in the Inbox before sending them live.
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