Understanding Email Deliverability: Key Factors & Key Performance Indicators [on-demand webinar]

June 9, 2020 | 2 minute read
Daniel Deneweth
Head of Email Deliverability Services, Oracle Digital Experience Agency
Chad S. White
Head of Research, Oracle Digital Experience Agency
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Email deliverability can feel out of your control, like your emails are hot air balloons being blown whichever way the inbox provider winds blow. However, this isn’t really true. Businesses actually have a lot of control over whether their emails reach the inboxes of their subscribers, but they have to understand the factors that affect deliverability as well as how to track key performance indicators.

During this 49-minute on-demand webinar, we dispel the myths and give marketers a true picture of how deliverability works and how to measure it. We begin by talking about the seven factors that determine inbox placement:

  1. Your email service provider’s infrastructure and your authentication
  2. Your overall email volume and send patterns
  3. The content of your emails
  4. How often you’re sending to unknown email addresses and hitting spam traps
  5. Your spam complaint rate
  6. How many of your subscribers are opening and engaging with your emails
  7. The sender reputation associated with your sender IP addresses and domains


After explaining how inbox providers determine whether to block, junk, or deliver your emails to your subscribers’ inboxes, we discuss the six deliverability KPIs that you should track and the appropriate benchmarks for each:

  1. Hard bounce rate
  2. Soft bounce rate
  3. Spam complaint rate
  4. Unique open rate
  5. Unsubscribe rate
  6. Inbox placement rate


We wrap up the webinar by advising you on how to avoid spam traps and discussing the current state of email deliverability, including concerns related to the coronavirus. Watch the on-demand webinar to better understand how email deliverability works and how you can take control of your inbox placement.


We hope you enjoyed “Understanding Email Deliverability: Key Factors & Key Performance Indicators.” Our other on-demand webinars include:


Need help with your email deliverability? Oracle Marketing Cloud Consulting has more than 500 of the leading marketing minds ready to help you to achieve more with the leading marketing cloud, including a dedicated Email Deliverability Services team. 

Learn more or reach out to us at CXMconsulting_ww@oracle.com.

For more information on email marketing, please visit Oracle CX Marketing.

Daniel Deneweth

Head of Email Deliverability Services, Oracle Digital Experience Agency

Daniel Deneweth heads up a team of Email Deliverability Services team at Oracle Digital Experience Agency. He shows clients how to maximize the ROI from email through improved inbox placement. Prior to Oracle, Daniel held a variety of roles at the deliverability firm Return Path. His tenure included managing the Sender Score Certified program, where he collaborated with ISPs and helped senders implement email best practices. Daniel brings this insight and in-depth deliverability knowledge to help clients maximize their inbox placement rates, and accelerate the ROI of their email channel.

Chad S. White

Head of Research, Oracle Digital Experience Agency

Chad S. White is the Head of Research at Oracle Digital Experience Agency and the author of four editions of Email Marketing Rules and nearly 4,000 posts about digital and email marketing. A former journalist, he’s been featured in more than 100 publications, including The New York Times, The Wall Street Journal, and Advertising Age. Chad was named the ANA's 2018 Email Marketer Thought Leader of the Year. Follow him on LinkedIn, Twitter, and Mastodon.

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