An Introduction To Email Deliverability

What is deliverability, and why is it important?

Deliverability measures how many of your emails are going to Subscribers’ inboxes vs. their spam folders. After putting so much work into your email marketing, you want to be sure that your Subscribers are actually seeing your messages! This is why deliverability is crucial. 

How is deliverability determined?

There are a lot of factors that influence inbox placement. In general, mailbox providers are trying to determine three things:

  1. Is the message safe?
  2. Do most Subscribers want the message?
  3. Do you think this particular Subscriber would like the message?

If the answer to all three questions is yes, the message belongs in the inbox. If any of the answers above are no, this message belongs in the spam folder. Mailbox providers typically turn to the sender reputation they have calculated for you to make this decision. 


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