Email Deliverability
The ability of your emails to successfully reach recipients' inboxes rather than spam folders or being blocked.
Why It Matters
Poor deliverability means your campaigns never reach subscribers, wasting budget and killing ROI.
How It Works
Email providers score your sending reputation based on bounce rates, spam complaints, and engagement metrics. High scores land in the inbox; low scores land in spam or get blocked entirely.
Real-World Example
A brand with 95% deliverability reaches 9,500 of 10,000 subscribers, while one at 70% misses 3,000 potential customers.
Common Mistakes
Ignoring bounce rates until deliverability tanks
Sending to purchased lists with invalid addresses
Related Terms
A score assigned to your sending domain and IP by email providers that determines inbox placement.
The process of gradually increasing sending volume from a new IP or domain to build sender reputation.
The practice of regularly cleaning your email list by removing invalid, inactive, and unengaged subscribers.
Email Deliverability FAQs
What is a good email deliverability rate?
A deliverability rate above 95% is considered good, while anything below 90% signals serious issues.
How do I check my deliverability?
Use tools like Google Postmaster Tools, GlockApps, or your ESP's built-in deliverability reports to monitor inbox placement.
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