Delivrability

What is it?

What is it?

"Deliverability" in email marketing refers to the ability of an email message to successfully reach its intended recipient's inbox without being blocked or filtered by Internet Service Providers (ISPs), email clients, or spam filters. It is a critical aspect of email campaign success, as high deliverability ensures that subscribers see marketing messages and have the opportunity to drive engagement and conversions.

Key points to remember

Key points to remember

  • Inbox Placement: Deliverability ensures that emails are delivered to the inbox rather than being diverted to the spam or junk folder.

  • Factors Affecting Deliverability: Several factors impact deliverability, including sender reputation, email content, authentication, subscriber engagement, and list hygiene.


  • Sender Reputation: ISPs and email clients assess sender reputation based on factors like email volume, complaint rates, bounce rates, and spam trap hits to determine whether to deliver emails to the inbox or treat them as spam.


  • Authentication Protocols: Implementing authentication protocols such as SPF, DKIM, and DMARC can help improve deliverability by verifying the sender's legitimacy and reducing the likelihood of email spoofing or phishing.


  • Monitoring and Optimization: Marketers monitor deliverability metrics like inbox placement, bounce, and spam complaint rates to identify issues and optimize email campaigns for better deliverability.

Example of Use

Example of Use

  1. Deliverability Audit: An email marketer conducts a deliverability audit to analyze bounce rates, spam complaint rates, and inbox placement rates across different email campaigns, identifying areas for improvement and implementing corrective measures.


  2. List Cleaning: A marketer regularly cleans their email list by removing inactive or invalid email addresses to maintain high deliverability and prevent spam complaints.

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