The Deliverability report, located under the Reports tab, provides a clear, real-time snapshot of your account’s current email and SMS deliverability health. It offers actionable insights and tailored recommendations based on your sender setup, list quality, and engagement metrics.
Email Deliverability
The Deliverability reports tab lists data for both the Email and SMS channels. In the Email channel, you can review several metrics, including sender domain and email address, domain performance, and list hygiene. Each metric is labeled Good, Fair, Poor, or No Status based on your deliverability performance (see the definitions of labels below).
Labels Definition
Sender domains label definition:
Good: you are sending campaigns and automations from verified custom domains;
Fair: you are sending campaigns, automations, or both from our shared domains;
Poor: there are problems with SPF and DKIM record configuration for the custom domains you chose to send from, and action is needed.
Sender email address labels:
Good: you have at least one verified sender email address that contains a custom domain (not Gmail, Yahoo, etc.);
Fair: you have at least one verified sender email address, and that email address contains a public domain (Gmail, Yahoo, etc.);
Poor: there's no verified email address;
No status: there's no email address added.
Email list hygiene labels definition:
Good: when the percentage of high or medium-risk contacts is low;
Fair: when the percentage of medium-risk contacts is high;
Poor: when the percentage of high-risk contacts is high;
No status: when you have fewer than 100 contacts in your audience.
Sender Domains & Domains Performance
These tables define stats for domains you set for campaigns and automations at this specific moment. You will be prompted to take the steps based on the state of your sender's domain. The steps are defined by the labels described above.
💬 Read more about the sender's domain and how to set it up in our guide.
Google Deliverability Metrics
These are metrics that monitor information about outgoing emails that you send to personal Gmail accounts. By integrating Google Postmaster Tools within Omnisend, you gain access to critical insights that can improve your email deliverability and overall email marketing performance. Once integrated, you’ll have direct visibility into two key reports: user-reported spam and domain reputation.
These reports provide actionable data to help you optimize your email marketing strategies and ensure your messages reach your customers’ inboxes. Read more here.
Sender Email Address
Depending on the quality label assigned to your sender email addresses, you’ll be prompted to take action directly from the report. Once your email addresses are in Good status, you'll be able to review their performance in detail.
💬 Learn more about the sender's email addresses here.
Email Domain Performance
This table shows how your emails perform across the top 100 most-used email domains (e.g., Gmail, Hotmail, Yahoo). The data is based on the filters and time frames you set. For each domain, you’ll see:
Messages Sent: Total number of emails delivered to that domain.
Open Rate: Percentage (and count) of emails that were opened.
Click Rate: Percentage (and count) of opened emails that received clicks.
Failed Delivery Rate: Percentage (and count) of messages that bounced or couldn’t be delivered.
Marked as Spam Rate: How many recipients marked your emails as spam.
Unsubscribe Rate: The percentage (and count) of recipients who unsubscribed from your emails.
Use this data to spot issues (e.g., low open rates, high bounce rates) and tailor your strategies per email provider.
Email List Hygiene
This section helps you maintain a healthy list by removing fake or unknown addresses. Cleaning your list improves engagement and reduces unnecessary costs. Based on your list hygiene status, you'll be prompted to clean your audience directly from the report. Read more about list cleaning here.
SMS Deliverability
This table shows how SMS messages are performing based on the recipient’s phone number country. You’ll see:
Phone Number Country: Based on the country code of the recipient.
Messages Sent: How many SMS messages were sent to that country.
Failed Delivery Rate: The percentage of messages that were not delivered successfully.
Unsubscribe Rate: How many recipients opted out of future SMS messages.
If no data appears, it means there were no SMS messages sent during the selected timeframe (e.g., last 30 days).
FAQ
What's the difference between "Marked as Spam Rate" and "Unsubscribe Rate"?
Marked as Spam Rate shows how many recipients flagged your emails as spam.
Unsubscribe Rate shows how many subscribers opted out of your marketing list by using the unsubscribe link.
Both indicate content relevance issues.
What's the difference between "Sender Domains Performance" and "Email Domain Performance"?
Sender Domains Performance shows engagement metrics (sent, delivered, spam, unsubscribe) for your custom sender domains.
Email Domain Performance shows how your emails perform across recipient email providers (Gmail, Yahoo, Hotmail, etc.). It tracks delivery metrics, such as open rates, bounce rates, and spam complaints, for each provider.
If you have any questions, get in touch with our Support Team via in-app chat or at [email protected].