At a glance
Percentage of customer email addresses that pass syntactic validation, MX-record DNS check, and known-disposable-domain filtering. Adobe Commerce stores these emails on every order; bad emails break transactional comms (order confirmations, shipping updates), inflate ESP bounce rates, and signal a checkout-form regression. Below 85% is deliverability risk; below 70% is a checkout regression in progress.
| What it counts | Across all customer emails on orders in the active database, % that pass: (a) RFC-5322 syntactic check, (b) MX record exists for the domain, (c) domain is not in the known-disposable-email-provider list (Mailinator, Guerrilla Mail, etc.). |
| API field | customer_email from GET /rest/V1/orders and GET /rest/V1/customers. |
| VAT / tax treatment | n/a. |
| Shipping inclusion | n/a. |
| Discounts | n/a. |
| Credit Memo refund treatment | n/a; the email validity question is independent of refund status. |
state machine inclusion | All states; an order in any state has an email that needs to deliver. |
pending_payment quirk | Included; a pending_payment order needs to email confirmation regardless. |
Multi-currency grand_total vs base_grand_total | n/a. |
Store View scope (store_id) | All Store Views; per-Store-View variants useful for spotting region-specific checkout regressions. |
| Time window | RT (real-time, recomputed continuously). |
| Alert trigger | <85% (deliverability risk). |
| Sentiment key | email_health |
| Roles | owner, marketing |
Calculation
Calculated automatically from your Adobe Commerce data. See the At a glance summary above for what the metric tracks and the worked example below for a typical reading.Worked example
A homewares brand on Adobe Commerce 2.4.6, US/UK/B2B Store Views. Snapshot Monday 4 May 26. Email health by Store View:| Stream | Total emails (90D orders) | Valid | Invalid | Health % |
|---|---|---|---|---|
| US consumer | 7,840 | 7,540 | 300 | 96.2% |
| UK consumer | 5,520 | 5,360 | 160 | 97.1% |
| B2B portal | 412 | 408 | 4 | 99.0% |
| Blended | 13,772 | 13,308 | 464 | 96.6% |
| Cause | Count | Notes |
|---|---|---|
| Typo (gmial.com, hotnail.com, etc.) | 184 | Most common; checkout form lacks typo correction |
| Disposable email domain | 122 | Mailinator, Guerrilla Mail; suggests fraud or one-time-purchase |
| Invalid syntax | 78 | Missing @, double @@, etc. |
| Domain has no MX | 72 | Domain exists but doesn’t accept mail; sometimes legitimate (corporate domain typo) |
| Empty email | 8 | Edge case; should be impossible per Adobe Commerce form validation |
- 96.6% blended is in the healthy range (>95%). Below 85% would be a deliverability risk; below 70% suggests the checkout email field has a regression.
- B2B is essentially perfect (99%) because B2B accounts are registered with vetted corporate emails.
- Consumer side has 460 invalid emails over 90 days, of which 184 are typos and 122 are disposable. Both have specific fixes:
- Typos: implement a typo-correction widget on the checkout email field (suggesting “Did you mean gmail.com?” when the user types gmial.com). Industry tools (Mailgun’s address validation, NeverBounce widget) can be embedded in Adobe checkout via custom module.
- Disposable: configure a Cart Price Rule that requires non-disposable email for discount eligibility, or add a real-time validation that rejects known disposable domains at checkout.
- Cross-checking ESP bounce reports: ESP bounce rate should track this card. If ESP shows 4% hard bounces, it correlates with this 3.4% invalid rate; the small gap is the address-typo recovery (some typo emails happen to deliver to a real recipient).
- The 8 empty-email edge cases suggest a Magento module or admin-created order is bypassing the standard form validation. Investigate which entry point allows empty email.
Sibling cards merchants should reference together
| Card | Why pair it with Email Health |
|---|---|
| Unverified Emails | The Adobe Commerce-specific “customer registered but didn’t verify email” subset. |
| Customer Count | The denominator. |
| Guest vs Account Checkout | Guest checkout has higher invalid rate than registered. |
| Cart-Abandonment Spike Alert | Email-form regression often triggers abandonment too. |
klaviyo.bounce_rate | ESP-side deliverability companion. |
klaviyo.list_growth | Invalid emails inflate list-growth without genuine growth. |
shopify.email_health | Cross-platform peer. |
Reconciling against the vendor’s own dashboard
Where to look in Adobe Commerce Admin:Customers > All Customers lists registered customers with email; you can manually scan but Adobe doesn’t compute validity.
Sales > Orders with email column filterable; manual export and validation.
Reports > Customers > Newsletter Subscribers shows subscription state, not email validity.Adobe Commerce does not have a native email validation dashboard. Third-party modules add this functionality. Why our number may legitimately differ from any manual count:
| Reason | Direction of divergence |
|---|---|
| Validation strictness. Card uses RFC-5322 + MX + disposable-list. Manual review may classify differently. | Material variance with manual classification |
| Time-zone. Card uses 90-day rolling order base by default. | Negligible |
| Disposable-domain list freshness. Card uses a maintained list updated weekly; new disposable services briefly slip through. | Card slightly understates disposable rate |
| MX check. DNS lookups are cached at our infrastructure; freshly-deleted-domain MXes may not invalidate immediately. | Card slightly overstates valid rate |
| Pair | Expected relationship | What divergence tells you |
|---|---|---|
| ESP bounce rate (Klaviyo / Mailchimp) | Card invalid rate ≈ ESP hard-bounce rate | Material divergence indicates ESP and Adobe see different email lists (some emails uploaded to ESP from off-platform sources). |
| ESP list growth | If invalid rate rises, ESP list growth slows because ESPs reject hard-bouncing emails | Useful trend correlation. |