Email Marketing Term
What is Email Deliverability?
The ability to successfully deliver emails to recipients' inboxes rather than spam folders.
Deliverability is the foundation of email marketing success. Even the best email is worthless if it lands in spam.
Factors affecting deliverability include: - **Sender reputation**: Your domain and IP's history - **Authentication**: SPF, DKIM, and DMARC records - **Content**: Spam trigger words, image-to-text ratio - **Engagement**: How recipients interact with your emails - **List hygiene**: Bounce rates and spam complaints
ISPs like Gmail and Outlook use complex algorithms to filter emails. They track sender behavior over time, so consistent good practices matter more than one-time fixes.
Examples
- 95% deliverability means 5% of emails never reach any inbox
- Gmail may show delivered emails in Promotions vs Primary tab
Tips for Email Deliverability
- ✓Set up SPF, DKIM, and DMARC authentication
- ✓Maintain consistent sending volumes
- ✓Monitor blacklist status regularly
- ✓Warm up new sending domains gradually
Related Terms
Sender Reputation
A score assigned to your sending domain and IP address based on email sending practices.
Spam Filter
Software that automatically detects and blocks unwanted or malicious emails from reaching inboxes.
Bounce Rate
The percentage of emails that could not be delivered to recipients' inboxes.
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