This feature will be live on July 21, 2026
The Email Deliverability page gives retailers a real-time view of how emails are performing across the board. We've added insights about if emails are reaching inboxes, why they might not be hitting inboxes, and what your overall spam rate is over the course of 7, 30, or 90 days. Keeping a close eye on these metrics protects your sender reputation and your ability to reach your shoppers.
For more info on email best practices, check out this article.
ℹ️ No campaign or domain-level filtering: This dashboard shows account-wide numbers by time period and mailbox provider — it does not support filtering by individual campaign or sending domain. Since each campaign sends from a single verified sending domain, per-campaign and per-domain stats are effectively equivalent. For a detailed failure-reason breakdown by campaign (bounces, drops, spam complaints), contact AIQ Support for a manual data pull.
Email Overview
A quick glance at how your emails are doing overall based on the timeframe you've selected. Next to each stat, you will see a percentage change, comparing this subset of data with the prior 7, 30, or 90 days (depending on what is selected).
Send Funnel
This will showcase the email totals from the date range selected. Clicking on any of the boxes in the Send Funnel will provide a further breakdown of how many personas converted or not.
In the below example, we can see that 1.1% of personas overall have clicked on a campaign email, which is 11.5% of those who have opened a campaign email.
Delivery Rate
The delivery rate graph will show your overall delivery across the date filter you've selected. Hovering over a particular spot on the graph will show you that day's delivery rate.
Failure Reasons
This part of the report will showcase any dropped or bounced emails.
Dropped: the email was blocked before an attempt was made on the recipient's server. This happens when the address is already on one of the suppression lists (previously bounced, recipient unsubscribed, etc.).
Bounced: the email recipient's server rejected the email (due to an invalid address, bad domain, etc.). Emails that bounce will then be put on a suppression list going forward.
Spam complaint: recipient has marked the email as spam, emails sent to this address in the future will be put on the 'dropped' list.
Mailbox Provider Breakdown
Deliverability isn't always uniform across providers, and each mailbox might require different brand reputations or have different filtering logic. This section of the report can be a good place to look if you notice a sudden drop in overall deliverability or open rates, for example. Additionally, viewing this on a regular cadence can help you spot issues before they become large problems.
For this report we use the following thresholds:
Metric | Excellent | Good | Warning |
Delivery rate | ≥ 98% | 95–97.9% | < 95% |
Bounce rate | < 1% | 1–2% | > 2% |
Open rate | ≥ 30% | 20–30% | < 20% |
Click rate | ≥ 2.5% | 1–2.4% | < 1% |
Please note: each retailer may have different definitions of success here, so we recommend keeping an eye on your specific deliverability stats for benchmarks as to what might be considered good or bad.
Spam Rate
We recommend trying to keep your spam rate below 0.3%, as this is when mailboxes tend to filter emails for deliverability.
Invalid Contact Info
These will show any bad emails that are flagged as 'Invalid Contact Info'. These can be adjusted or removed as you're cleaning up your email lists.