Guide: Email Deliverability Best Practices (2025)

What is email deliverability? Email deliverability is a measure of your organization’s ability to successfully land emails into a subscriber’s primary inbox, not the spam or junk folders. 

Every email sent through your organization’s email service provider (ESP) should maintain a high deliverability rate—ideally 99% or higher. If your email deliverability is consistently lower than 90%, there may be opportunities for improvement in sending practices, list hygiene, or email content.

Why does it matter? Emails with a high deliverability rate—meaning they make it into a subscriber’s primary inbox—are more likely to have higher engagement, open rates, and click rates, and will ultimately convert more readers to donors compared to emails with low deliverability. 

View the Email Deliverability Best Practices guide to learn:

• Factors that influence email deliverability
• How to troubleshoot deliverability
• Best practices to email deliverability

Prepared by News Revenue Hub for NewsMatch in July 2025.