Email Deliverability

Email deliverability refers to the ability of an email message to successfully reach a recipient's inbox, as opposed to being filtered into a spam or junk folder, or even rejected entirely. It's a key aspect of email marketing and communication because it ensures that your messages are seen by your intended audience.

Several factors affect email deliverability, including:

  • Sender Reputation: This is based on the sender's email sending practices, including how often emails are marked as spam and the quality of the email content.

  • Email Authentication: Proper configuration of authentication protocols like SPF (Sender Policy Framework), DKIM (DomainKeys Identified Mail), and DMARC (Domain-based Message Authentication, Reporting, and Conformance) helps prove that the email is from a legitimate source.

  • Email Content: The content of your emails, including subject lines, links, and formatting, can affect deliverability. Emails that look spammy or include certain trigger words may be more likely to be filtered out.

  • Recipient Engagement: Metrics such as open rates, click-through rates, and how often recipients mark emails as spam impact deliverability. High engagement typically boosts deliverability, while poor engagement can harm it.

  • List Quality: A clean, well-maintained email list with valid addresses and minimal bounce rates helps improve deliverability. Using old or incorrect addresses can hurt your reputation and deliverability.

  • Sending Frequency: Consistent, but not excessive, sending patterns are preferred. Sending too many emails too quickly can be flagged as spammy behavior.

By paying attention to these factors and following best practices, you can improve your email deliverability and ensure that your messages are more likely to reach your recipients' inboxes.