Email Deliverability refers to the ability of an email to successfully reach the recipient’s inbox rather than being blocked, bounced, or filtered to spam. It’s a measure of how effectively your emails are being delivered to your subscribers.
Key Factors Affecting Deliverability
Sender Reputation
Your sender reputation is a score that Internet Service Providers (ISPs) assign to your sending domain and IP address based on your email sending practices. A good reputation means your emails are more likely to reach the inbox.
Authentication Protocols
Proper email authentication using SPF, DKIM, and DMARC helps verify that emails are legitimately from your domain and haven’t been tampered with during transit.
Content Quality
Emails with spammy content, excessive images, or misleading subject lines are more likely to be filtered. Quality, relevant content improves deliverability.
List Hygiene
Maintaining a clean list with engaged subscribers reduces bounces and spam complaints, both of which can harm deliverability.
Measuring Deliverability
Key metrics to track:
- Inbox placement rate: Percentage of emails landing in the inbox vs spam
- Bounce rate: Percentage of undelivered emails
- Spam complaint rate: Percentage of recipients marking emails as spam
- Engagement metrics: Opens, clicks, and replies
Good email deliverability is the foundation of successful email marketing. Without it, even the best campaigns won’t reach your audience.