Email Deliverability Benchmark Report
See how your email performance stacks up to global and industry-specific inbox placement.
Get the latest Benchmark reportCurrent global deliverability rates at a glanceThe global inbox placement rate increased by 3.7% year over year in 2026, but each region experienced its own unique wins and challenges.
Get the full breakdownNorth America
Inbox Placement Rate 86.7%
Spam Placement Rate 6.8%
Missing Rate 6.5%
South America
Inbox Placement Rate 88%
Spam Placement Rate 4.1%
Missing Rate 7.8%
Europe
Inbox Placement Rate 91.1%
Spam Placement Rate 3.7%
Missing Rate 5.1%
Global
Inbox Placement Rate 87.2%
Spam Placement Rate 6.1%
Missing Rate 6.6%
Asia
Inbox Placement Rate 86.4%
Spam Placement Rate 2.4%
Missing Rate 11.2%
Oceania
Inbox Placement Rate 87.9%
Spam Placement Rate 3.8%
Missing Rate 8.3%
Top deliverability benchmarks by industry Transportation earned top deliverability performance, with Finance earning the most improved sector year over year.
Get the full breakdown
How we measure deliverability benchmarks
Validity is built on the world’s leading proprietary email data network. With coverage of over 2.5 billion mailboxes and trillions of email data points analyzed each year, we have the privilege of the deepest email performance data to create our benchmark reports.
Data only includes senders who have opted into aggregated reporting. Results represent a point-in-time snapshot; active Validity users may see variations in their own reporting.
A sender’s ability to reach the inbox, not the spam folder. Not to be confused with the delivery your ESP shows, which only tracks whether the recipient’s mail server accepted an email.
Deliverability is measured by Inbox Placement Rate or IPR. This is the percentage of emails that reached the inbox. You can also measure your spam placement rate and missing rate.
Better deliverability requires ongoing effort: Keep your sender reputation strong, your infrastructure secure, and comply with best practices and bulk sender requirements as detailed by the mailbox providers (Gmail, Apple, Microsoft, Yahoo, etc.).
AI has changed the inbox experience through summaries and sorting. Not only do your emails need to make it to the inbox, but they also need to be surfaced and interpreted correctly by AI. Check out the full AI section in the 2026 report for tips on optimizing your emails for better deliverability in the age of AI.
Mailbox providers also use AI to filter, categorize, and prioritize mail before a human ever sees it—deciding not just spam vs. inbox, but which tab, summary, and priority level.