Email Ignore Rate

Date created: Feb 4, 2021  •   Last updated: Feb 4, 2021

What is Email Ignore Rate?

Email Ignore Rate is the percentage of sent emails that are ignored or deleted from the recipient’s inbox before being opened. It can be an indication that your email content isn’t engaging enough to be opened, or that your emails are being flagged as spam.

Alternate names: Deleted Before Reading Rate


ƒ Count(Emails Sent) - Count(Emails Opened) / Count(Emails Sent)

How to calculate

Say you send a marketing email to 1,000 email addresses on your email list and 200 contacts do not open your email. The Email Ignore Rate in this example is 20%.

Email Ignore Rate

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More about this metric

It is expected that some percentage of emails sent to your email list will be deleted even before they are read. However, there can be some hidden insights behind the rate at which your emails are ignored, known as Email Ignore Rate or Deleted Before Reading Rate.

When analyzing your Email Ignore Rate, starting with what is directly under your control is a good idea: maintain email list hygiene by scourging your list of addresses that result in Email Bounces. If your Email Ignore Rate continues to be high, consider revising who you choose to target with your emails, and how frequently you send emails to your list. Additionally, identify how to make your email subject stand out from the masses of emails that are sent to inboxes on a regular basis.

It is important to track Email Ignore Rate because it is an indication that your emails are often being deleted. This means that not only is your message and call-to-action not reaching your target audience, you also run the risk of being marked as spam by email services resulting in your emails never reaching your contact’s inbox.