What Is Email Deliverability?
Email deliverability is the ability to deliver emails to subscribers' inboxes. It's not just about avoiding bounces - it's about reaching the inbox rather than the spam folder or promotions tab.
Key Factors Affecting Deliverability
1. Sender Reputation
ISPs track your sending history and assign reputation scores. Factors include bounce rates, spam complaints, engagement rates, and sending consistency.
2. Email Authentication
Proper authentication (SPF, DKIM, DMARC) proves you're authorized to send from your domain and protects against spoofing.
3. List Quality
Clean lists with valid, engaged subscribers have better deliverability. High bounce rates and spam traps damage your reputation.
4. Content Quality
Avoid spammy language, excessive images, and poor formatting. Provide value and relevance to your audience.
5. Engagement
ISPs track how recipients interact with your emails. High open rates, clicks, and replies improve deliverability.
Improving Deliverability
- Validate your email list regularly
- Implement email authentication
- Maintain consistent sending patterns
- Monitor and remove inactive subscribers
- Provide easy unsubscribe options
Start with Clean Data
List quality is the foundation of deliverability. Use ValidateList to remove invalid addresses before they damage your sender reputation.