What is email deliverability?
Email deliverability is a metric that determines what percentage of sent messages actually reach users’ inboxes. It’s not just about whether the email was delivered to the server – what matters is whether it landed in the main folder, not spam.
Why does it matter?
High deliverability means:
- More people see your messages
- Better open and click rates
- Higher return on email marketing investment
Key factors
1. Sender reputation
Your IP and domain reputation directly affects how receiving servers treat your messages.
2. Authentication
Properly configured SPF, DKIM, and DMARC build trust in your emails:
v=spf1 include:mailingapi.com ~all3. List quality
Regular cleaning of inactive addresses and bounces maintains high deliverability.
Summary
Deliverability is not magic – it’s a set of practices that can be implemented and measured. In the following articles, we’ll dive deeper into each of these elements.