Deliverability
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Deliverability is the overall ability of emails to successfully reach the inbox (not just be “accepted” by the server). It is a function of technical configuration, sender reputation, content quality, and audience management.
- Key drivers:
- Authentication (SPF, DKIM, DMARC)
- List hygiene and bounce management
- Spam complaint rate and engagement (opens/clicks)
- Sending patterns (volume spikes, IP warming)
- Impact: Poor deliverability reduces the effective reach of campaigns and automation, often without obvious visible errors. Healthy deliverability is a foundation—no optimization matters if messages are not seen.
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