What is Email deliverability?
Email deliverability is the likelihood that an email you send reaches the recipient’s inbox rather than the spam folder or being blocked.
It depends on authentication (SPF, DKIM, DMARC), your sender reputation, list quality, and how recipients react: opens, clicks, complaints and unsubscribes.
Deliverability is different from delivery. An email can be delivered to the mail server and still land in spam, which is why open rates can drift down without any error being reported.
The fixes are usually unglamorous: authenticate the domain, stop mailing people who never engage, and send content people want.
A worked example.
A skincare store sees clicks fall for two months while sends stay the same. Test emails to Gmail land in Promotions, and the list has not been cleaned in a year. After authentication is checked and the oldest inactive contacts are suppressed, clicks recover on the next campaigns.
Common mistakes.
- Mailing the entire list at full volume after a long gap
- Never removing contacts who stopped opening
- Judging health by open rate alone
Want this handled for your store? See our email deliverability service or book a free audit.
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