Email Deliverability: What it Is and How to Improve It
-
Deliverability measures whether your email reaches your subscriber’s inbox (as opposed to their promotional folder or spam folder). This is different from delivery, which measures whether or not your message is accepted by your subscriber’s Inbox Service Provider (ISP) in the first place.
-
Email deliverability matters because it’s a measure of whether or not you’re reaching your audience. You can’t achieve your email marketing goals without having a strong email deliverability rate.
-
Multiple factors impact your email deliverability, including your sender reputation, authentication infrastructure, and elements of your email marketing strategy—like your sending cadence, list quality, and overall engagement.
-
Email deliverability is challenging, but if you’re struggling with it, know that you can improve your email deliverability through both technical changes (like your sending infrastructure) and marketing changes (like creating more compelling, personalized emails.)
- Proactive strategies, like pre-send spam testing, help you catch and resolve potential issues early, ensuring your emails reach the inbox and maximize engagement.
Planning, creating, and testing an email is a big investment of time and energy. But all that work goes to waste if it never reaches your subscriber’s inbox.
A good email deliverability rate isn’t just about solving issues after they happen—it’s about preventing them before you hit send. Every email is a chance to connect with your audience and make a positive impact—but only if it lands in their inbox.
This guide covers the essentials of email deliverability and how proactive measures can help you make every send count.
