Latest Brevo deliverability rate =
89.1% (as of Feb. 2025)
Even with smart tools and well-written campaigns, most teams overlook the one thing that matters most: is the email actually being seen?
You can use Brevo to send newsletters, set up automations, and even personalize emails at scale — but none of that matters if your messages don’t land in the inbox.
- This isn’t about delivery. It’s about visibility.
- Promotions tab = ignored.
- Spam folder = dead on arrival.
In this guide, we break down how Brevo performs on real-world deliverability tests, where your emails actually end up, and what it means for your conversions, engagement, and growth.
Contents
What is Email Deliverability?
By definition: Email deliverability is the ability of your emails to land in your recipients’ inboxes—not their spam or junk folders.
Email deliverability is about one thing:
- Does your email land in the inbox…
- Or get dumped in spam?
It’s not just "was the email sent?" — it’s did it show up where people actually read it.
Even if your campaign goes out to 10,000 people, bad deliverability means most won’t see it. It’s like shouting through a megaphone that’s pointing at a brick wall.
Email Deliverability vs. Email Delivery
Now, here’s where most people get confused: Email delivery ≠ email deliverability.
- Email delivery means your message didn’t bounce — it reached a server (even if it’s spam or junk).
- Email deliverability means your email showed up in the actual inbox: Primary, Promotions, Social, not just the spam folder or nowhere at all.
That’s why tracking open rates isn’t enough.
You need to know: where did it land?
Here’s what impacts deliverability:
- Your domain reputation — are you seen as a spammer or a trusted sender?
- Your content — spammy subject lines and sketchy links? Say goodbye to inbox.
- Your sending behavior — blasting cold lists vs. emailing warm, engaged people.
- Your ESP — some tools give you clean pipes, others clog them.
So when we talk about Brevo (or any platform), we’re not just asking “Does it send emails?”
We’re asking “Will this tool help me land in inboxes?”
And that’s exactly what we test — real campaigns, real addresses, checking where emails actually show up. Because deliverability isn’t static. It changes fast.
Why Care About Brevo’s Deliverability?
Because even if Brevo has all the fancy automation and templates in the world — none of it matters if your emails don’t reach inboxes.
You could write the perfect subject line, design the perfect flow, and hit Send… But if Brevo has bad deliverability, your audience won’t even see it.
This matters more if:
- You’re sending to cold or semi-warm leads
- You rely on email for revenue (SaaS, ecom, newsletters)
- You’re scaling volume and can’t afford low open rates
Here’s the hard truth: Deliverability isn’t just your problem — it’s also on your email tool. If your provider has shared IPs with spammers or poor infrastructure, your emails get dragged down with them.
So before you commit to Brevo, you need to ask:
Does it actually get emails into inboxes — or just say it does?
That’s what we’re about to break down next.
Brevo Email Deliverability Rate in 2025
Latest deliverability rate:
89.1% (Feb. 2025)
That’s solid — but Brevo’s track record hasn’t always been smooth.
Over the years, Brevo (ex. Sendinblue) has had good periods and a few shaky ones.
If you’re building automated flows or sending regular newsletters, you need to know: Can Brevo consistently land emails in inboxes — or is it a gamble?
Brevo Deliverability Track Record
- 2017–2018: Started around 84%, then dipped to 76%
- 2019–2020: Recovered, peaking near 94.8%
- 2021: Their best year — topped out at 96%
- 2022: Still held strong at 89–90%
- 2023: Took a hit mid-year, dropping to about 68%
- 2024: Bounced back up to 87.9%
- 2025: Currently sitting at 89.1% — good, but only time will tell if they can keep it up
Bottom line: Brevo delivers most of the time.
But the dip in 2023 shows it’s not bulletproof. If your business depends on email, inconsistency like that can cost you.
That’s why a lot of teams start looking for something more stable.
Here, this chart should help you understand things easier:
See what I meant?
That downward spike in 2023 is what shakes things up.
If you’re tired of guessing whether your emails will make it to the inbox, you don’t need to gamble on deliverability.
💡 With Encharge, that part’s handled for you — no extra tools, no chasing support when things break.
Here’s a deliverability comparison between Brevo & Encharge:
| Feature | Brevo | Encharge |
|---|---|---|
| Current Deliverability Rate | 89.1% (2025) | Consistently high |
| Infrastructure Provider | Unknown | Amazon Web Services (AWS) |
| Shared vs Dedicated IPs | Mostly shared | Monitored, clean shared IPs by default |
| Blacklist Monitoring | Limited | 86+ blacklists monitored daily |
| Manual Account Review | No | Yes – all new/trial accounts screened |
| Cold Emails Allowed | Yes | No – blocked by default |
| Deliverability Support | General support | Managed deliverability on all plans |
Why Encharge beats Brevo on deliverability:
✅ A real team monitors your email reputation — not just a bot
✅ No cold emails = fewer spam complaints and better inbox placement
✅ All accounts are manually verified — spammy senders don’t slip through
✅ We track 86+ blacklists daily to keep your domain clean
You don’t need to overthink deliverability.
With Encharge, it’s built in. Set it, send it, and focus on what actually drives growth.
Brevo Email Deliverability to Popular Email Providers
Brevo’s overall deliverability rate is decent, but when you zoom in, the results vary a lot depending on the email provider.
Some inboxes are friendlier than others — and if your list is mostly Gmail or Outlook users, you’ll want to pay attention.
Here’s how Brevo performs across major email services:
| Email Provider | Inbox Rate | Spam Rate | Not Delivered |
|---|---|---|---|
| Gmail | 72.1% | 22.1% | 5.9% |
| Outlook | 75.3% | 19.2% | 5.5% |
| Yahoo | 76.1% | 18.2% | 5.8% |
| iCloud | 73.4% | 21.0% | 5.6% |
| AOL | 77.6% | 18.0% | 4.4% |
Even at the high end (AOL), nearly 1 in 5 emails land in spam.
And with Gmail (most of your audience probably uses), only 72% reach the inbox.
That means more than 1 in 4 of your emails might never be seen.
But let’s break it down — we’ll take each email provider one by one.
1. Brevo’s Deliverability to Gmail
- Inbox placement: 72.1%
- Spam: 22.1%
- Not delivered: 5.9%
Gmail is picky. It has the strictest filters out of all major inboxes. With Brevo, nearly 1 in 4 emails go straight to spam, which is a big deal if your list is mostly Gmail users.
To stay out of the spam folder, Brevo recommends authenticating your domain, using a professional email, and avoiding low-quality content — but you have to manage this all manually.
2. Brevo’s Deliverability to Outlook (Hotmail, Live)
- Inbox placement: 75.3%
- Spam: 19.2%
- Not delivered: 5.5%
Outlook is less strict than Gmail, but still sends almost 1 in 5 Brevo emails to spam. Plus, Microsoft servers can rate-limit or block senders more aggressively if they detect anything fishy.
It’s important to warm up your domain slowly and keep bounce rates low, especially when emailing Outlook users.
→ Read further about Microsoft’s spam filters.
3. Brevo’s Deliverability to Yahoo
- Inbox placement: 76.1%
- Spam: 18.2%
- Not delivered: 5.8%
Yahoo used to be lenient, but it’s gotten stricter over time. Brevo performs slightly better here — but nearly 1 in 4 messages still don’t make it to the inbox.
Engagement matters more here.
If your emails don’t get opened, Yahoo starts filtering them out fast.
4. Brevo’s Deliverability to iCloud (Apple Mail)
- Inbox placement: 73.4%
- Spam: 21.0%
- Not delivered: 5.6%
Apple’s filters are sneaky. They rarely bounce emails — they just silently move them to spam or mark them as “junk.”
With Brevo, only 3 out of 4 messages reach the inbox. If you’ve got B2C users or Mac-heavy audiences, this could quietly kill your engagement.
5. Brevo’s Deliverability to AOL
- Inbox placement: 77.6%
- Spam: 18.0%
- Not delivered: 4.4%
AOL is the most forgiving of the bunch. Brevo does best here — but even then, nearly 1 in 5 emails get flagged.
So while the numbers look better, you’re still not in the clear. Even small mistakes in setup or content can hurt your performance.
Okay, But What Affects These Numbers?
Brevo lists a few tips to help improve inbox placement:
- Authenticate your domain with DKIM and DMARC
- Use a professional sender email (like @yourcompany.com)
- Keep your engagement up — opens, clicks, and replies all matter
- Avoid spammy content — especially in subject lines and links
These are all solid tips — but they’re on you to implement and monitor.
Top 5 Brevo Deliverability Features
Brevo gives you the tools to protect your inbox placement — but you’re responsible for setting everything up, monitoring results, and fixing issues when things go wrong.
Here’s what they offer.
1. DKIM & SPF Authentication
You can set up custom DKIM and SPF records to prove that your emails are legit and coming from your domain.
This helps build trust with inbox providers — but setup is manual, and you’ll need to get it right to avoid issues.
2. Dedicated IP (Available on Higher Plans)
If you send high volumes, you can request a dedicated IP address to avoid being affected by other senders’ reputations.
It’s a useful feature — but it’s not available on lower-tier plans, and it only works well if you’re sending thousands of emails per day.
3. Bounce & Spam Monitoring
Brevo tracks bounces, spam complaints, and basic delivery data inside your dashboard.
The data is there — but if something looks off, you have to figure out what’s wrong and fix it yourself. There’s no managed support behind the scenes.
4. Engagement Metrics
You’ll see your opens, clicks, unsubscribes, and more. These are the numbers inbox providers care about.
But there’s no automation here — if your engagement drops, it’s up to you to clean your list, tweak your copy, and fix your sender reputation.
5. Best Practice Guides
Brevo gives you tips and documentation on how to stay out of spam — like warming up your IP, avoiding sketchy links, and using a verified domain.
Useful advice, but again — it’s all self-serve. If you mess up, there’s no one stepping in to fix it.
Real-World Impact of Poor Deliverability
If your emails land in spam, it’s not just a tech issue — it’s lost revenue, missed growth, and confused users.
Here’s what bad deliverability actually costs:
- Leads go cold. You send a welcome email, but they never see it. Now they’ve moved on.
- Onboarding flops. Your product tour lands in junk, and users churn before they even try your tool.
- Sales dry up. That promo you planned for weeks? 25% of your list didn’t even know it existed.
- Support gets overwhelmed. People don’t get their magic login links, confirmations, or receipts — and your team deals with the fallout.
- Reputation tanks. Too many spam hits and suddenly even your good emails start getting flagged.
And here’s the worst part:
Most of the time, you don’t even know it’s happening.
With Encharge, you don’t have to stress about whether your emails are being delivered — because we’re already on it.
✅ Managed deliverability on every plan — real humans, not just dashboards
✅ Built on AWS infrastructure — stable, fast, and trusted
✅ No cold emails allowed — which keeps the entire platform clean
✅ Manual account reviews — so your sending reputation doesn’t get dragged down by spammers
✅ Daily blacklist monitoring — if something slips, we catch it
✅ Automatic warm-up help — especially useful if you’re switching tools
Instead of constantly checking reports and Googling “why did my email go to spam?”, Encharge just handles it.
You write. You send.
We get it delivered.
Verdict: Is Brevo’s Deliverability Good?
Brevo does a decent job — especially if you’re technical, know what to look for, and don’t mind handling things yourself.
They give you the tools, but it’s up to you to:
- Set them up
- Monitor performance
- Fix issues when they come up
If you’d rather have a team of experts handle domain warm-up, blacklist monitoring, and sender reputation behind the scenes…
Encharge is the better choice.
With managed deliverability on every plan, AWS infrastructure, and a platform that doesn’t allow cold email, you’re not just sending emails — you’re actually getting seen.
Start free, or book a quick strategy call and see how much smoother life is when inbox placement isn’t your problem anymore.
Brevo Deliverability FAQ
1. What is the success rate of Brevo?
Brevo’s email success rate is around 25.85% open rate and 1.27% click rate, based on their own performance data.
Their reported email performance looks like this:
| Metric | Brevo’s Reported Numbers |
|---|---|
| Campaigns Sent | 242 |
| Emails Sent | 177,379 |
| Open Rate | 25.85% |
| Click Rate | 1.27% |
| Unsubscribe Rate | 0.05% |
Based on these numbers, only about 1 in 4 recipients opened the email, and just 1 in 80 clicked.
That’s a pretty average success rate — not bad, but not industry-leading either.
If you’re looking to improve opens, clicks, and actual conversions, deliverability is just one part of the puzzle — how your emails are written, timed, and triggered matters too.
That’s exactly what Encharge helps you nail:
Great deliverability, plus automation and targeting that actually gets results.
2. Why are my Brevo emails going to promotions?
Brevo emails often land in Gmail’s Promotions tab because Gmail sees them as marketing content — due to things like promotional language, too many links or images, low personalization, or a weak sender reputation.
Brevo emails usually get flagged as “Promotions” by Gmail when your content looks like a bulk marketing blast.
That includes:
- Words like “sale”, “promo”, or “discount”
- Too many links or images
- Generic, non-personalized content
- Low engagement from previous sends
It’s not just your email content, though — your sender reputation and domain setup also play a big role.
If your domain isn’t authenticated or your list isn’t engaged, Gmail will play it safe and push your emails into Promotions or even Spam.
3. What is a hard bounce rate for Brevo?
A hard bounce rate in Brevo is the percentage of emails that permanently fail to deliver — usually due to invalid or non-existent email addresses.
Brevo automatically blocklists those addresses so you don’t send to them again, keeping your list clean and improving deliverability.
| Metric | Description |
|---|---|
| Hard Bounce Rate | % of emails that failed due to a permanent issue (e.g. invalid email address) |
| Soft Bounce Rate | % of emails rejected due to a temporary issue (e.g. full inbox, server down) |
High hard bounce rates kill your sender reputation — and over time, lead to more emails getting flagged as spam.
How to fix it:
- Regularly clean your list of inactive or fake contacts
- Use double opt-in
- Validate email addresses before importing
Thank you so much for reading this,
David Ch
Head of Marketing at Encharge
