Do you sometimes wonder why those in the email industry go on and on about deliverability? Are you wondering why the difference between an 88% delivery rate and an 89% delivery rate seems like far more than a measly 1%? The answer is money.

Money, because your email delivery rate has a direct impact on your bottom line.

Consider the following scenario, for example:

  • ABC’s current delivery rate is 82%
  • Their average conversion rate is 3%
  • They have 500,000 names on their in-house email list
  • With a delivery rate of 82%, only 410,000 people get the emails
  • 90,000 people do not get promotional emails from ABC
  • At a conversion rate of 3%, that’s 2,700 people not buying from ABC
  • If an average sale is $50, that’s $135,000 in revenue ABC misses out on due to poor email deliverability

Does that number get your attention? If not, let me try and sum it up even more succinctly:

Improving your delivery rate = more emails get delivered = more opens = more click throughs = more conversions = greater email marketing ROI.

Many in email marketing fail to appreciate the impact deliverability has on the bottom line, i.e. the money. It’s easy to overlook. Email marketing has the best ROI per dollar spent compared to every other marketing channel. So why worry if your delivery seems “good enough,” right?

But “good enough” is the enemy of great. A lower deliverability rate can mean you’re leaving money on the table. And you can do great things for your email marketing ROI—and ultimately your company’s overall financial health—by doing everything possible to maximize your email delivery rate.

Published On: February 3rd, 2010Categories: Miscellaneous email marketing topics

About the Author: Sharon

Sharon Ernst from is on a mission to improve the business and marketing writing skills of today’s workforce with her blog, newsletter and online classes. Her newest class on intermediate email copywriting covers 19 tips and techniques non-copywriters can put to use right away for better results. The class has real-life examples and before/after comparisons to make the lessons stick. Find her class at When she’s not busy helping employees, managers and marketers master their writing skills, she and her husband are busy raising pigs, cows, chickens and vegetables on their 20-acre farm.

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