Hey there,
After our international move last year, the thing my kids missed most wasn't the weather or the beach. It was instant noodles. Specifically Indomie noodles. They didn't really mind being 7,000 miles from everything they knew as long as they could get their noodle fix when they got in from school.
So one weekend I caved and ordered a carton off Amazon. I wasn’t in a rush but two weeks later when it hadn’t turned up, I checked the order tracking, which said it was delivered. I checked the obvious places, eventually gave up, got a refund, and tried again with a different seller.
Same thing. "Delivered." No noodles.
I ordered one more time before deciding to give up, and of course all three turned up the same morning, from three different couriers. I now have a year's supply of noodles taking up half a cupboard I don't have the space for.
It's a bit like how email works, actually. When your sending platform tells you a message was "delivered," all that means is the server on the other end didn't reject it. Anything past that point is unknown. The email could be in the inbox. Or in spam. Or in a Promotions tab nobody clicks. Or just gone.
Hosting company Hostinger looked at 1 billion emails through their platform earlier this year and found only 43.9% actually got delivered to a visible inbox. The rest were blocked or filtered out.
Industry benchmarks for marketing platforms quote 87% inbox placement, but that's only senders on dedicated, reputation-managed infrastructure, like SendLayer. If you're on a generic WordPress setup, your number is probably much closer to 44 than 87.
Which is to say, your "delivered" rate might not be giving you the whole picture.
I've just updated our beginner's guide to email deliverability with a section on this gap, plus a rundown of the Gmail and Microsoft sender requirements that have tightened over the last year. If you've been going off your delivery rate, the guide will give you a better sense of what's actually happening.
Read the guide →
Cheers,
Rachel
Product Educator, WP Mail SMTP
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