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We are releasing the new Deliverability page to accounts gradually. If yours does not match what you see here yet, check back later or contact Support.
Email Deliverability report The Deliverability report helps you understand whether email providers and mobile carriers accept your messages. You can also find where delivery problems are concentrated across Campaigns, Flows, providers, and countries, then review the most common failure reasons. Deliverability affects how many people in your audience can receive each message. Repeated bounces and spam complaints can weaken your sender reputation, which can make later emails more likely to be filtered or rejected. SMS failures reduce the number of recipients reached and can point to invalid phone numbers, carrier filtering, policy restrictions, or temporary network problems. Delivery and inbox placement are different. A delivered email was accepted by the recipient’s email provider, but the provider can still place it in the inbox, a category tab, or spam. Review deliverability with engagement metrics when you want to understand whether a change comes from message acceptance, inbox placement, or the content itself.

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Know what to look for

Expected ranges vary by audience and message type. Use your usual performance as the starting point, then look for sudden changes or problems concentrated in one part of your account.

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Email benchmarks

The email ranges match Privy’s current deliverability guidance. Audience, industry, and message type can affect the rates, so investigate sudden changes even when a rate remains within the expected range.

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Stable patterns across your account

  • Delivery rates stay stable for email and SMS.
  • Each major email provider, sending domain, country, Campaign, and Flow remains close to its usual result.
  • No single bounce reason or SMS error accounts for a growing share of failures.

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Signs to investigate

  • Delivery falls or failures rise suddenly.
  • One email provider, sending domain, or country performs much worse than the others.
  • One Campaign or Flow accounts for a large share of complaints, unsubscribes, opt-outs, bounces, or SMS failures.
  • Hard bounces or invalid address failures increase, which can point to list quality problems.

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Questions the report can answer

Start with the delivery or failure trend for the affected channel. Group or filter the report by Campaign, Flow, email provider, sending domain, or country to find where the change is concentrated.A change across most groups can point to a broader sending issue. A change in one group gives you a smaller set of messages or contacts to investigate.
Review delivery, bounce, spam complaint, and unsubscribe rates by email provider or sending domain. A problem limited to one provider can mean that the provider is treating your messages differently, while a problem across providers can point to your audience, sending practices, or account reputation.
Group or filter by Campaign or Flow, then compare bounce, complaint, unsubscribe, failure, or opt-out rates. Review a Campaign or Flow with a much higher rate and consider its audience, message frequency, content, and signup expectations.
Review Top Bounce Reasons to see which causes account for most bounces. Hard bounces are permanent and often point to invalid or unavailable addresses. Soft bounces are temporary, but a repeated rise in rejections or filtering can point to a broader problem.Filter the report by provider, sending domain, Campaign, or Flow to find where each reason occurs most often.
Review Top Error Codes to find the most common failure reasons and learn whether they are permanent or temporary. Filter by country, Campaign, or Flow to see whether the failures come from a specific audience or message.Permanent errors can point to invalid or unreachable numbers, blocked messages, or policy restrictions. Temporary errors can come from carrier or device availability and may succeed later.
Review Non-Mailable Activity to separate audience choices from address or delivery problems. A rise in unsubscribes, opt-outs, or spam complaints can mean that recipients did not expect the message or did not find it useful. A rise in hard bounces or invalid addresses can point to an old or untrusted contact source.
Compare delivery with opens and clicks on the Engagement tab in Reports. Stable delivery with falling engagement suggests that providers are still accepting your messages, so you may need to review inbox placement, audience selection, message frequency, or content.

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Decide what to check next

After you find a warning sign, narrow the problem to a provider, domain, country, Campaign, or Flow when possible. Then review the failure or non-mailable reason behind the change.
  • For rising hard bounces or invalid addresses, review how the contacts joined your list and remove outdated or untrusted contacts.
  • For rising spam complaints, unsubscribes, or opt-outs, review consent, signup expectations, message frequency, and content.
  • For rising SMS failures, review the largest error codes and check whether the problem is limited to a country, Campaign, or Flow.
  • For stable delivery with falling engagement, review the Engagement report and the messages sent to that audience.

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Data history

Some deliverability details are new as of July 1, 2026. Delivery, bounce, spam, and opt-out rates, and their campaign and sending-domain breakdowns, cover your entire selected date range. The following begin on July 1, 2026, and show a notice when your range reaches further back:
  • Inbox provider (Gmail, Outlook, etc.) breakdowns
  • Location (country and region) breakdowns
  • Device, browser, and operating system breakdowns
  • Detailed bounce categories
  • SMS error codes
If your selected range ends before July 1, 2026, these show the notice instead of data. Your message and delivery history itself is complete and unaffected.

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Learn more

Understand deliverability

Learn the difference between delivery and inbox placement.

Improve deliverability

Review sending and list management practices.

Understand hard and soft bounces

Learn why email bounces happen and how Privy handles them.

Practice list hygiene

Keep your email list current and engaged.