Definition
Email deliverability is the ability of your email to reach the recipient's inbox rather than being blocked, bounced or sent to spam. For beginners, it means ensuring the three pillars of authentication, reputation and list health are in order.
Authentication proves your email really came from you and was not tampered with. Setting up the standards SPF, DKIM and DMARC is the foundation. Without them, mailbox providers have no reason to trust you.
Your sending reputation and list health complete the picture. Sending to a clean, permission-based, engaged list while keeping complaint and bounce rates low tells providers you are a legitimate sender, which earns better inbox placement.
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Related Glossary Terms
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A/B testing in email marketing is the practice of sending two variations of an email to a small sample of your list to determine which version performs better before sending the winner to the remaining subscribers.
Abandoned Cart Email
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AI Content Detection
AI content detection refers to the growing ability of email clients, spam filters and consumers to identify machine-generated email copy. It matters for deliverability, trust and engagement in an era of mass-produced AI marketing email.
AI Email Summary
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AI Inbox Summary
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AI Inbox
An AI inbox is an email client that uses artificial intelligence to summarise, sort, prioritise and sometimes answer emails before the human recipient reads them. It is transforming email marketing metrics and copywriting.
Frequently Asked Questions
Signs include rising bounce and complaint rates, falling open rates, and emails landing in spam or promotions instead of the primary inbox. Monitoring tools confirm placement.
SPF, DKIM and DMARC prove your emails are legitimate and help cross spam filters. Unauthenticated mail is far more likely to be rejected or quarantined.
Yes. Purchased lists produce high complaints, bounces and spam traps, which quickly tank your reputation and make inbox providers filter your future legitimate sends.