Deliverability
The ability of emails to reach recipients' inboxes.
Deliverability measures how successfully an email lands in the recipient’s inbox rather than being filtered into spam or blocked altogether. It is influenced by factors like sender reputation, email authentication protocols (SPF, DKIM, DMARC), list quality, and email content. Poor deliverability can undermine campaign performance, so maintaining list hygiene, avoiding spammy language, and regularly monitoring engagement metrics are critical. A high deliverability rate reflects effective email practices and trustworthiness with Internet Service Providers (ISPs).