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Metrics type: Supporting Metrics • Category: Ecommerce Platform

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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.

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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.

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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: Invalid email breakdown (464 total): What this is telling marketing:
  1. 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.
  2. B2B is essentially perfect (99%) because B2B accounts are registered with vetted corporate emails.
  3. 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.
  4. 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).
  5. 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.
The point: email health is a leading indicator of ESP deliverability problems and a checkout-form regression detector. Adobe Commerce stores often have higher invalid rates than Shopify because the form validation is less aggressive by default.

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Sibling cards merchants should reference together

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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: Cross-connector reconciliation (when these connectors are connected for this merchant):

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Known limitations / merchant FAQs

My email health is 92%, is that bad? Slightly elevated invalid rate but not a deliverability emergency. Healthy range is 95-99%; 90-95% suggests modest typo-correction opportunity; below 85% is action-required (an ESP suspension risk). Adobe Commerce vs Magento Open Source: difference? None at the calculation. The card runs identically. Adobe Commerce paid edition’s tighter form-validation defaults (some merchants enable address validation services) yield slightly higher health on average. Why include disposable-email domains in invalid? Disposable emails (Mailinator, Guerrilla Mail) accept mail technically, so MX-check passes. But customers using these are typically one-time discount-claimers; the email won’t read marketing comms. The card classifies them as invalid for marketing purposes. My multi-store, can I see per-Store-View health? Yes, configure per-Store-View variants. Useful when one Store View has a different checkout configuration (e.g. B2B portal requires verified corporate email; consumer portal accepts any). The card flagged a corporate-domain email as invalid, why? Some corporate domains have non-standard MX configurations or rate-limit DNS lookups. False-positive rate is generally <0.5%. Configure manifest to whitelist specific domains if your B2B includes a known corporate domain that’s flagged. My ESP shows different bounce rate, why? Three differences. (1) ESP applies its own validation; some ESPs reject before sending. (2) ESP includes uploaded list from non-Adobe sources; this card sees Adobe-only emails. (3) Sync timing: ESP bounce rate is on the most recent send; this card is on the cumulative customer base. Why the 85% alert threshold? Most ESPs (Klaviyo, Mailchimp, SendGrid) flag hard-bounce rates above 5% which corresponds roughly to 95% list health. The 85% threshold is the “deliverability risk” line where ESPs may suspend the account. Below 85% requires immediate action. A typo-correction widget would prevent most invalids, can Adobe Commerce do this? Adobe Commerce out-of-the-box does not include typo correction. Third-party modules (Magento Email Validation extensions; Mailgun integration; cloud services like NeverBounce embed) add it. Typically a 1-2 day implementation that lifts email health by 2-4 points.

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Tracked live in Vortex IQ Nerve Centre

Email Health is one of hundreds of KPI pulses Vortex IQ tracks across Adobe Commerce and 70+ other ecommerce connectors. Nerve Centre runs the detection layer; Vortex Mind investigates the cause when something moves; Ask Viq lets you interrogate any number in plain English. Start for free or book a demo to see this metric running on your own data.