Updated Email Deliverability Statistics: How Did 2025 Begin for Email Senders?
Estimated reading time: 5 minutes
At the beginning of 2024, we came up with our first report demonstrating average email delivery rates across various email delivery services, inbox providers, and senders based on their monthly email volume.
Today, we are presenting an updated data examining email deliverability rates in comparison with Quarter 1 2024 and showcasing the changes for the major inbox providers and delivery services.
Key Findings
- The average email deliverability to Inbox decreased across all the monitored email service providers in Q1 2025 compared to Q1 2024.
- The biggest change in the email deliverability rate is noticed for these ESPs: Mailgun (-27,5%), MailChimp (-19,63%), Amazon SES (-14,60%), and Klaviyo (-13,24%).
- The average Inbox delivery rates across the most popular Inbox providers decreased in Q1 2025 compared to Q1 2024 where the biggest changes were seen for Office365 (-26,73%), Outlook (-22,56%), and Google Workspace (-10,49%).
- The biggest drop in the average Inbox placement rate depending on the number of emails sent per month is noticed for 1,000k+ senders: from 49,98% in Q1 2024 to 27,63% in Q1 2025 (-22,35%).
- The average Inbox delivery rate for senders with 200k – 1,000k+ emails per month increased by 11,19%: from 49,77% in Q1 2024 to 60,96% in Q1 2025.
Email Delivered Rate Analysis: 2024 vs 2025
The updated report presents a comparison of the average email delivery rates and demonstrates the changes in Q1 2025 vs Q1 2024 for:
- popular email service providers (ESPs) used by GlockApps clients;
- major inbox providers (Gmail, Google Workspace, Outlook/Hotmail, Office365, and Yahoo/AOL);
- email senders with varying monthly volume.
Average Email Delivery Rates per Popular ESPs
| ESP | Average Inbox Rate (%), Q1 2024 | Average Inbox Rate (%), Q1 2025 | Change (%) |
| 50,10 | 45,65 | -4,45 | |
| SendGrid | 45,30 | 35,31 | -9,99 |
| Amazon SES | 54,90 | 40,30 | -14,60 |
| Mailgun | 53,80 | 26,05 | -27,75 |
| Outlook | 47,50 | 46,94 | -0,56 |
| Brevo | 30,40 | 24,93 | -5,47 |
| Klaviyo | 56,90 | 43,66 | -13,24 |
| MailChimp | 51,93 | 32,30 | -19,63 |
Average Email Delivery Rates per Major Inbox Providers
| Inbox Provider | Average Inbox Rate (%), Q1 2024 | Average Inbox Rate (%), Q1 2025 | Change (%) |
| Gmail | 58,72 | 53,70 | -5,02 |
| Google Workspace | 63,85 | 53,36 | -10,49 |
| Outlook/Hotmail | 49,33 | 26,77 | -22,56 |
| Exchange (Office365) | 77,43 | 50,70 | -26,73 |
| Yahoo/AOL | 43,32 | 40,97 | -2,35 |
(Q1 2024 vs Q1 2025)
Average Email Delivery Rates per Monthly Volume
| Emails per month | Average Inbox Rate (%), Q1 2024 | Average Inbox Rate (%), Q1 2025 | Change (%) |
| 1 – 10k | 49,40 | 50,20 | +0,8 |
| 10k – 50k | 61,89 | 56,69 | -5,2 |
| 50k – 200k | 65,01 | 58,29 | -6,72 |
| 200k – 1,000k | 49,77 | 60,96 | +11,19 |
| 1,000k+ | 49,98 | 27,63 | -22,35 |
Major Challenges and Forecast
Email deliverability: Microsoft inbox providers (Hotmail, Outlook, and Office365) use the toughest filters that affect email deliverability of many senders. Microsoft uses different levels such as Spam Confidence Level (SCL) and Bulk Complaint Level (BCL) to determine an email placement. These levels are assigned after evaluating various factors from the reputation of the sending IP address to the prior user engagement with the messages sent by a domain. Message content is not a determining factor anymore – it’s all about the sender reputation.
Email authentication: The implementation of SPF, DKIM and DMARC authentication protocols is mandatory for sending domains. DMARC stands for the most accurate method to confirm the message’s authenticity and integrity. Google and Yahoo have already made it a requirement for all the domains attempting to deliver the messages to their users.
New sender standards: Following Google and Yahoo, Microsoft announced a new standard for bulk senders (5,000+ emails a day). Starting from May 2025, bulk senders must publish a DMARC record with at least p=none policy for the sending domain. The messages routed to Microsoft domains must pass DMARC based on SPF or DKIM alignment. Non-compliant messages will be filtered out to Junk and in the future, on an unannounced date, rejected outright.
Conclusion
We shared our updated report on email deliverability statistics to show you how the average delivery rates have changed since the beginning of 2024. It’s important to remember that inbox providers often update their filters, algorithms, and sender requirements. Failure to comply with these results in the inability to deliver the emails to the recipients’ inboxes.
Therefore, we encourage the senders to test email deliverability with the GlockApps Inbox Insight tool on a routine basis to ensure their important email campaigns are not lost among junk mail but delivered in the user’s Inbox.
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