Acceptance Rate
Acceptance rate is the share of sent emails that receiving servers accept (not bounced or blocked).
Definition & Examples
What is Acceptance Rate?
Acceptance rate (sometimes called delivery rate) measures whether mailbox providers accept your messages at the server level. It does not guarantee primary inbox placement; it only confirms the message wasn’t rejected or bounced.
How it works
Providers apply checks before acceptance:
Authentication: SPF, DKIM, and DMARC reduce spoofing and raise trust.
Reputation: IP/domain history, spam complaints, and prior bounces.
Content/security: suspicious links, large/unknown attachments, or malware.
Recipient validity: typos, non‑existent domains, or full mailboxes.
If these checks pass, the message is accepted and routed (to inbox, promotions, or spam).
Why it matters
It’s the first gate: you can’t earn opens or clicks if servers reject mail.
Sudden drops often indicate configuration or reputation problems.
Combined with inbox placement, it helps diagnose where delivery breaks down.
Examples / Use cases
Verify authentication and alignment, then retest acceptance (use Loops’ Bounce Doctor to check DNS).
Monitor domain reputation and spam rate via Google Postmaster (see gaining insights).
Remove invalid addresses to reduce bounces and improve acceptance.
Acceptance vs Deliverability vs Inbox placement
Concept | What it measures | Typical fixes |
|---|---|---|
Acceptance | Server accepts mail (not bounced/blocked) | Auth, list hygiene, reputation |
Deliverability | Broader ability to reach inboxes | Auth, reputation, engagement, compliance |
Inbox placement | Folder destination (primary vs spam) | Engagement, content, cadence |
Common pitfalls
Missing/failed auth - increases rejections. Fix: configure SPF, DKIM, DMARC with alignment.
Poor list quality - typos and stale addresses spike bounces. Fix: clean lists and confirm signups.
Sudden volume spikes - look risky. Fix: ramp gradually (see improving inbox placement).
Apple Hide My Email bounces - Fix: register your domain with Apple (see Apple Hide My Email).
Related terms
Key takeaways
Acceptance is the first gate; it doesn’t guarantee inbox placement.
Authentication, reputation, and list quality drive acceptance.
Track with Postmaster, fix DNS/auth, and keep lists clean.
Contrary to popular belief, not every email you send will land directly in your recipient’s inbox.
Often overlooked by email marketers, the Acceptance Rate is just as important as other key metrics that are gawked over. You know… like open rate and click rate.
In this short post, we'll define the Acceptance Rate and review its importance when compared to the other necessary metrics an email marketer needs to be on top of.
What is Acceptance Rate
The Acceptance Rate (also commonly referred to as the delivery rate) in email marketing refers to the percentage of sent emails that a recipient's email server accepts, regardless of whether those emails subsequently land in the primary inbox, spam folder, or another destination. It is a measure of successful email delivery at the server level.
How important is the Acceptance Rate?
Understanding the Acceptance Rate can actually make or break your email marketing strategy. While not as flashy as a high open rate, a high Acceptance Rate indicates that most of your emails are getting through to the mail server, which is the first step to reaching your recipient's inbox.
However, a low Acceptance Rate may point to various issues such as poor list quality, sending reputation, or email content that may be flagged by spam filters.
Keep in mind that even if your Acceptance Rate is 100%, it doesn't guarantee that your emails will land in the recipient's primary inbox. Other factors such as inbox management rules and recipient engagement will also continue to play a major role.
Why wouldn’t an email be accepted?
There are multiple reasons why an email may not be accepted by a recipient's mail server. Below are some of the common causes:
Server Misconfiguration: Technical issues or misconfigurations on the sending or receiving end can lead to non-delivery.
Temporary Server Issues: If the recipient's email server is down or facing technical issues, it might temporarily reject incoming emails.
Invalid Email Address: If the email address is incorrect, misspelled, or doesn't exist, the server will reject the email.
Full Mailbox: If the recipient's mailbox is full, it can't accept more messages until space is freed up.
Blacklisting: The sending IP or domain might be blacklisted due to previous spammy behavior or complaints. Email servers regularly check these blacklists to filter out potential spam sources.
SPF, DKIM, and DMARC Failures: These are email authentication methods designed to detect and prevent email spoofing. If these checks fail, it indicates that the email might not be from a legitimate source, leading the server to reject it.
Content Filtering: Some servers use content filters to scan emails for spammy or malicious content. If an email contains suspicious links, attachments, or phrases often found in spam, it might be rejected.
Attachment Issues: Large attachments or attachments with suspicious file types might cause an email to be rejected.
Poor Sending Reputation: If a sender frequently sends emails that are marked as spam, have low engagement rates, or go against email marketing best practices, the sending reputation can deteriorate to the point of emails being rejected.
It's worth noting that when an email is rejected, the sender typically receives a bounce-back message detailing the reason for the rejection. This message can often help in troubleshooting and resolving any underlying issue.
With these common causes in mind, there are some quick ways to help ensure that your emails are accepted. They’re pretty simple.
Authenticate your emails, keep a clean and engaged email list, and send genuine and wanted (not spammy) emails.
Key takeaways
Understanding and keeping an eye on your Acceptance Rate is an often overlooked yet very important metric to a successful email marketing strategy.
The Acceptance Rate refers to the percentage of sent emails that a recipient's email server accepts.
A high Acceptance Rate certainly improves your chances at landing in your recipient’s primary inbox (but does not guarantee it).
Send better (not spammy) email.
Ready to send better email?
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Acceptance rate is the share of sent emails that receiving servers accept (not bounced or blocked).
Definition & Examples
What is Acceptance Rate?
Acceptance rate (sometimes called delivery rate) measures whether mailbox providers accept your messages at the server level. It does not guarantee primary inbox placement; it only confirms the message wasn’t rejected or bounced.
How it works
Providers apply checks before acceptance:
Authentication: SPF, DKIM, and DMARC reduce spoofing and raise trust.
Reputation: IP/domain history, spam complaints, and prior bounces.
Content/security: suspicious links, large/unknown attachments, or malware.
Recipient validity: typos, non‑existent domains, or full mailboxes.
If these checks pass, the message is accepted and routed (to inbox, promotions, or spam).
Why it matters
It’s the first gate: you can’t earn opens or clicks if servers reject mail.
Sudden drops often indicate configuration or reputation problems.
Combined with inbox placement, it helps diagnose where delivery breaks down.
Examples / Use cases
Verify authentication and alignment, then retest acceptance (use Loops’ Bounce Doctor to check DNS).
Monitor domain reputation and spam rate via Google Postmaster (see gaining insights).
Remove invalid addresses to reduce bounces and improve acceptance.
Acceptance vs Deliverability vs Inbox placement
Concept | What it measures | Typical fixes |
|---|---|---|
Acceptance | Server accepts mail (not bounced/blocked) | Auth, list hygiene, reputation |
Deliverability | Broader ability to reach inboxes | Auth, reputation, engagement, compliance |
Inbox placement | Folder destination (primary vs spam) | Engagement, content, cadence |
Common pitfalls
Missing/failed auth - increases rejections. Fix: configure SPF, DKIM, DMARC with alignment.
Poor list quality - typos and stale addresses spike bounces. Fix: clean lists and confirm signups.
Sudden volume spikes - look risky. Fix: ramp gradually (see improving inbox placement).
Apple Hide My Email bounces - Fix: register your domain with Apple (see Apple Hide My Email).
Related terms
Key takeaways
Acceptance is the first gate; it doesn’t guarantee inbox placement.
Authentication, reputation, and list quality drive acceptance.
Track with Postmaster, fix DNS/auth, and keep lists clean.
Contrary to popular belief, not every email you send will land directly in your recipient’s inbox.
Often overlooked by email marketers, the Acceptance Rate is just as important as other key metrics that are gawked over. You know… like open rate and click rate.
In this short post, we'll define the Acceptance Rate and review its importance when compared to the other necessary metrics an email marketer needs to be on top of.
What is Acceptance Rate
The Acceptance Rate (also commonly referred to as the delivery rate) in email marketing refers to the percentage of sent emails that a recipient's email server accepts, regardless of whether those emails subsequently land in the primary inbox, spam folder, or another destination. It is a measure of successful email delivery at the server level.
How important is the Acceptance Rate?
Understanding the Acceptance Rate can actually make or break your email marketing strategy. While not as flashy as a high open rate, a high Acceptance Rate indicates that most of your emails are getting through to the mail server, which is the first step to reaching your recipient's inbox.
However, a low Acceptance Rate may point to various issues such as poor list quality, sending reputation, or email content that may be flagged by spam filters.
Keep in mind that even if your Acceptance Rate is 100%, it doesn't guarantee that your emails will land in the recipient's primary inbox. Other factors such as inbox management rules and recipient engagement will also continue to play a major role.
Why wouldn’t an email be accepted?
There are multiple reasons why an email may not be accepted by a recipient's mail server. Below are some of the common causes:
Server Misconfiguration: Technical issues or misconfigurations on the sending or receiving end can lead to non-delivery.
Temporary Server Issues: If the recipient's email server is down or facing technical issues, it might temporarily reject incoming emails.
Invalid Email Address: If the email address is incorrect, misspelled, or doesn't exist, the server will reject the email.
Full Mailbox: If the recipient's mailbox is full, it can't accept more messages until space is freed up.
Blacklisting: The sending IP or domain might be blacklisted due to previous spammy behavior or complaints. Email servers regularly check these blacklists to filter out potential spam sources.
SPF, DKIM, and DMARC Failures: These are email authentication methods designed to detect and prevent email spoofing. If these checks fail, it indicates that the email might not be from a legitimate source, leading the server to reject it.
Content Filtering: Some servers use content filters to scan emails for spammy or malicious content. If an email contains suspicious links, attachments, or phrases often found in spam, it might be rejected.
Attachment Issues: Large attachments or attachments with suspicious file types might cause an email to be rejected.
Poor Sending Reputation: If a sender frequently sends emails that are marked as spam, have low engagement rates, or go against email marketing best practices, the sending reputation can deteriorate to the point of emails being rejected.
It's worth noting that when an email is rejected, the sender typically receives a bounce-back message detailing the reason for the rejection. This message can often help in troubleshooting and resolving any underlying issue.
With these common causes in mind, there are some quick ways to help ensure that your emails are accepted. They’re pretty simple.
Authenticate your emails, keep a clean and engaged email list, and send genuine and wanted (not spammy) emails.
Key takeaways
Understanding and keeping an eye on your Acceptance Rate is an often overlooked yet very important metric to a successful email marketing strategy.
The Acceptance Rate refers to the percentage of sent emails that a recipient's email server accepts.
A high Acceptance Rate certainly improves your chances at landing in your recipient’s primary inbox (but does not guarantee it).
Send better (not spammy) email.
© 2025 Astrodon Inc.
© 2025 Astrodon Inc.
© 2025 Astrodon Inc.
© 2025 Astrodon Inc.