In its newly released report, Sinch highlights the rising importance of email deliverability, with 78.5% of surveyed senders rating it as critically important (8/10 or higher) to their business goals. Published through Sinch’s email platform Mailgun, the report aggregates insights from over 1,100 email professionals across multiple industries, shedding light on the current challenges and trends shaping email performance in today’s landscape.
“As businesses continue to rely on email as a cornerstone of their communications strategies, understanding and mastering email deliverability is more important than ever. Our 2025 State of Email Deliverability Report provides an in-depth analysis of the key factors shaping email performance today and offers strategic guidance to help businesses optimize their email delivery and maintain strong customer engagement, ” said Kate Nowrouzi, VP of Deliverability and Product Strategy at Sinch.
The report highlights the hurdles email senders face. For example, while effective email deliverability is essential, 70% of senders still neglect tools like Google Postmaster to assess their reputation with mailbox providers, and 53% don’t actively monitor for blocklisting, which can severely limit inbox reach.
In addition, 39% of respondents rarely or never practice list hygiene, leading to poor sender reputations and reduced engagement rates. Moreover, nearly 10% of senders acknowledged purchasing or scraping contact lists over the past two years despite the risks of increased spam filtering.
Amid heightened sender requirements introduced in 2024 by Google and Yahoo to curb spam and improve inbox security, only 63% of senders indicated familiarity with these new protocols. Those who adapted to these changes focused on updating email authentication standards, with 79% enhancing security measures, while DMARC adoption also rose by 11% compared to previous years.