What is email deliverability? Delivery vs inbox placement
Email deliverability is the ability to get your messages into recipients' inboxes, as opposed to the spam folder or being rejected.
Delivery and deliverability are not the same. The delivery rate counts messages the receiving server accepted; deliverability is about where they ended up. A campaign can have a 99% delivery rate and still land mostly in spam.
The main levers are list quality (no invalid addresses, no traps, engaged contacts), authentication (SPF, DKIM, DMARC), sender reputation, sending consistency and relevant content that people open instead of reporting.
An inbox placement test, which sends a message to seed mailboxes at different providers, shows where your mail actually lands.
With Easy Email Verification
Start with the list: bulk email verification before each campaign. Then measure with an inbox placement test.
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Related
- Sender reputation: Sender reputation is how trustworthy mailbox providers consider your sending domain and IP address, based on how your past email was received.
- Email blacklist (blocklist): An email blacklist, also called a blocklist or DNSBL, is a public list of IP addresses or domains associated with spam, which mail servers consult before accepting a message.
- DMARC: DMARC (Domain-based Message Authentication, Reporting and Conformance) is a DNS policy that tells receivers what to do with email that fails authentication for your domain, and asks them to send you reports.
- Email list decay: Email list decay is the gradual loss of valid, reachable addresses in a list over time, even when nobody adds bad data to it.
- All glossary terms