What is Email Deliverability?
Email Deliverability measures the percentage of your marketing emails that successfully land in recipients’ primary inboxes — not their spam folders, promotions tabs, or bounced entirely.
Why It Matters
Your best email campaigns are worthless if they never reach the inbox. Poor deliverability means your retention emails, abandoned cart flows, and promotional campaigns silently fail, directly impacting LTV and revenue.
Key Deliverability Metrics
- Delivery Rate: Emails delivered ÷ Emails sent (target: 98%+)
- Inbox Placement Rate: Emails in inbox ÷ Emails delivered (target: 85%+)
- Bounce Rate: Hard + soft bounces ÷ Emails sent (target: <2%)
- Spam Complaint Rate: Spam reports ÷ Emails delivered (target: <0.1%)
Protecting Your Deliverability
- Authenticate your domain (SPF, DKIM, DMARC)
- Clean your list regularly — remove unengaged subscribers
- Use double opt-in for new subscribers
- Warm up new sending domains gradually
- Monitor engagement metrics and adjust sending frequency
- Segment your list and send relevant content