Sinch, the global communications company, has released its 2025 “State of Email Deliverability” report, offering new insights into the challenges and emerging trends affecting businesses’ ability to reach customers through email. Published through its email platform Mailgun, the report analyses survey data from over 1,100 email senders worldwide and provides strategies to help organisations optimise email delivery in an increasingly competitive and regulated digital space.
The survey uncovered a variety of issues impacting email deliverability, including non-compliance with recent sender requirements introduced by Google and Yahoo. These updates, implemented in 2024, aim to improve inbox security and reduce spam, but failing to meet these standards can significantly impair a company’s ability to reach users on major platforms like Gmail and Yahoo Mail.
Kate Nowrouzi, Vice President of Deliverability and Product Strategy at Sinch, commented on the significance of the findings. “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 offers in-depth analysis on the factors shaping email performance today and provides strategic guidance for optimising email delivery to sustain strong customer engagement.”
The report also highlights that, while 78.5% of surveyed senders rated email deliverability as highly important, many are not adhering to recommended practices. For instance, 70% of senders do not make use of Google’s Postmaster Tools, which can help them monitor sender reputation with major mailbox providers. Additionally, over half of respondents do not monitor their domain or IP addresses for blocklisting, which can negatively impact email placement in recipient inboxes. Another concerning finding was that nearly 40% of senders do not conduct regular list hygiene, a crucial practice to ensure that emails are only sent to active and valid addresses.
Key findings from the report include:
- Deliverability Awareness: 78.5% of senders recognise the importance of email deliverability, rating its significance at 8 out of 10 or higher.
- Monitoring Gaps: 70% do not use tools to track their sender reputation, and 53% do not check email blocklists.
- List Hygiene: 39% rarely or never perform list hygiene, while nearly 10% admitted to purchasing or scraping contact lists.
- Compliance Knowledge: 63% are at least somewhat aware of the recent Google/Yahoo sender requirements.
- Authentication Practices: Of those who made changes to comply, 79% updated their email authentication protocols, and DMARC adoption has risen by 11% since the previous survey.
Nowrouzi emphasised the importance of these practices, noting that aligning with best practices, such as authentication updates and sender reputation monitoring, can have a considerable impact on email performance. “Updating authentication protocols, monitoring sender reputation, and maintaining clean and engaged lists are crucial steps for optimising inbox placement and ensuring successful email campaigns,” she explained.
The report also addresses the rising complexity of email marketing in light of increasingly sophisticated email filters and stricter standards from major mailbox providers. Sinch’s report offers recommendations in areas like email authentication, reputation monitoring, and compliance, aiming to help businesses adapt to these evolving requirements and keep their email campaigns effective.
The 2025 State of Email Deliverability report underscores the critical need for businesses to stay informed of industry developments and adapt their practices accordingly, as email remains a fundamental communication channel in the business world. The full report is now available on Mailgun’s platform for further insight into the evolving landscape of email deliverability.
