Marketing Calendar 2025
Acceptance Rate (AR)
In the world of email marketing, nothing’s more disheartening than crafting well-targeted, beautifully written campaigns… only for them not to reach anyone’s inbox. That’s where acceptance rate, or AR, comes in. Simply put, the acceptance rate is the percentage of your emails accepted by the recipient’s mail server. It tells you how many of your messages passed the first gate.
It’s calculated as (Accepted number of emails / Total number of emails) x 100 = Accepted Rate (%):
| ( | ) | / | ( | ) | * 100 = |
Imagine sending out 10,000 emails. If the recipients’ servers accept 9,800 emails, you have a 98% acceptance rate.
“Accepted” means the server didn’t reject your message, not that it hit your recipient’s inbox.
Behind the scenes, it starts with your email hitting the server that manages the recipient’s inbox. That server checks a few things before it decides whether to accept your email. Is the sending domain valid? Is the IP trusted? Does the message look suspicious? The server might reject the email entirely if anything triggers alarm bells, like outdated authentication settings, a poor sender reputation, or spammy content. That’s a bounce, usually listed as either a hard bounce (permanent issue) or a soft bounce (temporary blip).
Acceptance rate focuses on how well your email infrastructure is performing technically. Senders with a good setup, meaning proper DNS records, SPF/DKIM authentication, and clean mailing lists, tend to have high acceptance rates. But if your emails are getting blocked at the server level, it’s usually a sign that something’s going wrong before your audience can engage.