Mailchimp Metrics: Tracking Your Email Deliverability

Are you wondering how to monitor the success of your email campaigns and ensure that your messages are reaching their recipients? Look no further – in this article, we will explore the essential Mailchimp metrics for tracking your email deliverability. Understanding these metrics will empower you to optimize your email marketing strategy, increase engagement, and drive better results.

Email deliverability is a crucial factor in the effectiveness of any email marketing campaign. It refers to the ability of your emails to successfully land in subscribers’ inboxes rather than getting trapped in spam filters or bouncing back as undeliverable. By monitoring key Mailchimp metrics related to deliverability, such as open rate, click-through rate (CTR), bounce rate, and spam complaints, you can gain valuable insights into the performance of your emails and take actions accordingly.

So let’s dive into each metric and discover how they contribute to improving your overall email deliverability!

Understanding Email Deliverability

Email deliverability refers to the ability of your emails to reach recipients’ inboxes successfully. It is crucial for email marketing campaigns as it directly impacts your engagement and conversion rates. To ensure high deliverability, you need to understand the factors that can affect it:

  1. Sender Reputation: The reputation of your sending domain and IP address plays a significant role in email deliverability. ISPs (Internet Service Providers) use various metrics, such as bounce rates, spam complaints, and unsubscribe rates, to determine sender reputation.

  2. Authentication: Implementing authentication protocols like SPF (Sender Policy Framework), DKIM (DomainKeys Identified Mail), and DMARC (Domain-based Message Authentication Reporting & Conformance) helps verify the authenticity of your emails and prevents spoofing or phishing attempts.

  3. List Quality: Maintaining a clean subscriber list is essential for good deliverability. Regularly remove inactive subscribers, monitor bounce rates, and handle spam complaints promptly.

  4. Content Relevance: Crafting relevant content that matches subscribers’ expectations improves engagement levels and reduces the likelihood of emails being marked as spam.

  5. Avoiding Spam Triggers: Certain words or phrases can trigger spam filters leading to lower deliverability rates. Stay away from excessive capitalization, misleading subject lines or claims, too many exclamation marks (!!!), or using all caps in the body text.

  6. Testing Emails: Before sending out large-scale campaigns, test your emails across different email clients to identify any rendering issues that could impact their delivery.

By understanding these factors affecting email deliverability and implementing best practices accordingly, you can optimize your chances of reaching recipients’ inboxes effectively.

Key Metrics for Tracking Email Deliverability

Tracking the right metrics is crucial to understanding and improving your email deliverability. Here are some key metrics you should monitor:

  1. Delivery Rate: This metric measures the percentage of emails successfully delivered to recipients’ inboxes. A high delivery rate indicates good sender reputation and proper email authentication.

  2. Bounce Rate: Bounces occur when an email fails to reach its intended recipient’s inbox. There are two types of bounces: hard bounces (permanent failures) and soft bounces (temporary issues). Monitoring bounce rates helps identify potential deliverability problems or invalid email addresses that need removal from your list.

  3. Spam Complaint Rate: This metric tracks the number of recipients who mark your emails as spam. High spam complaint rates can harm your sender reputation, resulting in lower deliverability rates or even being blacklisted by mailbox providers.

  4. Open Rate: The open rate indicates how many recipients opened your emails after delivery. It provides insights into subject line effectiveness and subscriber engagement with your content.

  5. Click-through Rate (CTR): CTR measures the percentage of recipients who clicked on links within your emails, indicating engagement beyond just opening them. A higher CTR suggests that subscribers find value in your content and take action.

  6. Unsubscribe Rate: This metric represents the percentage of subscribers who opt out or unsubscribe from receiving future emails from you. Monitoring this rate helps assess whether there might be issues with relevancy, frequency, or overall subscriber satisfaction.

7 .Inbox Placement Rate (IPR): IPR determines what portion of sent emails lands directly in a recipient’s inbox versus being filtered into spam folders or not reaching at all due to various factors like poor sending practices or low-quality content triggering filters.

8 .List Growth/Churn Rates: These metrics measure how fast new subscribers join while also accounting for those leaving. Positive growth rates are generally desirable, while high churn rates may signal underlying issues affecting email deliverability.

By regularly monitoring these key metrics and taking appropriate actions based on the insights gained, you can improve your email deliverability and ensure that your messages reach your intended audience effectively.

Improving Email Deliverability: Best Practices

To ensure your emails reach the intended recipients’ inboxes and avoid being marked as spam, it’s essential to follow best practices for improving email deliverability. Here are some effective strategies you can implement:

  1. Build a quality email list: Focus on obtaining permission-based subscribers who have explicitly opted-in to receive your emails. Avoid purchasing or using outdated lists, as they often contain invalid or inactive addresses.

  2. Use a reputable email service provider (ESP): Partnering with a reliable ESP like Mailchimp ensures that your emails are sent from a trusted source with good sender reputation, increasing the chances of successful delivery.

  3. Authenticate your domain: Implement authentication protocols like SPF (Sender Policy Framework) and DKIM (DomainKeys Identified Mail) to verify that your emails are legitimately coming from you and not an imposter.

  4. Segment your audience: Divide your subscriber base into smaller segments based on their interests, preferences, demographics, or engagement levels. By sending targeted content to specific groups, you’re more likely to engage recipients and improve deliverability rates.

  5. Craft compelling subject lines: Write concise and engaging subject lines that accurately reflect the content of your emails while piquing recipients’ curiosity. Avoid using excessive capitalization or misleading statements commonly associated with spam messages.

  6. Optimize email design for mobile devices: Ensure that your emails are responsive and display correctly across various devices and screen sizes, including smartphones and tablets.

  7. Regularly clean up inactive subscribers: Remove subscribers who haven’t engaged with your emails for an extended period of time to maintain a healthy subscriber list and improve overall engagement rates.

  8. Encourage subscriber interaction: Include clear call-to-action buttons or links within your email content to encourage readers to click through to relevant landing pages or take desired actions such as making purchases or filling out forms.

Remember that consistently monitoring and analyzing your email metrics, such as open rates, click-through rates, and bounce rates, can provide valuable insights into the effectiveness of your email campaigns. By implementing these best practices and continuously optimizing your strategies based on data-driven feedback, you can enhance your email deliverability and maximize the impact of your communications.


In conclusion, tracking your email deliverability is crucial for the success of your email marketing campaigns. By monitoring the metrics provided by Mailchimp, you can gain valuable insights into how well your emails are being received and ensure that they reach the intended recipients.

Keeping a close eye on metrics such as open rate, bounce rate, and spam complaints allows you to identify any issues with your email deliverability promptly. This enables you to take proactive measures to improve your sender reputation and increase the chances of your emails reaching the inbox.

Remember that consistently delivering relevant and engaging content to your subscribers plays a significant role in maintaining high deliverability rates. Regularly analyzing Mailchimp’s metrics will help you optimize your email campaigns, enhance customer engagement, and ultimately drive better results for your business.

So start leveraging Mailchimp’s powerful tracking capabilities today to stay ahead in the competitive world of email marketing!

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