Email Deliverability Explained: Everything You Need to Know

In this guide, I dive deep into email deliverability and suggest what to focus on and what to avoid so your emails land where they’re supposed to: in your subscribers’ inboxes. Along the way, we’ll be using real-life examples from Mailtrap.

What is email deliverability?

Email deliverability is the ability to successfully land your emails in recipients’ primary inbox instead of spam or other folders, regardless of the email providers they might be using. It’s also known as “inbox deliverability.”

Email deliverability vs email delivery

Email delivery is whether the recipient’s mail server accepted the actual email file and delivered it to the mailbox, no matter the folder. In contrast, email deliverability is the actual ability to get emails to land in the recipient’s inbox.

Email delivery and email deliverability often get confused for being the same, but they are two separate things, and it’s important to distinguish between them.

If you’d like to get more details, here’s the YouTube video prepared by our team.

Why does email deliverability matter?

Email deliverability matters because it defines whether your audience sees your emails. It’s the gateway to engagement, conversions, and building relationships. 

If your deliverability is poor, you’re not just missing vanity metrics (opens, clicks, etc.); you’re missing real business opportunities. 

Also, good deliverability matters because major mailbox providers such as Google, Yahoo, Outlook, and Apple Mail have been tightening regulations for you as an email sender. In a nutshell, it’s about email authentication, having a clear one-click unsubscribe link, and recipients’ consent. 

I’ll analyze why this is so critical across different types of emails, with examples relevant to different types of businesses wherever possible.

Transactional email deliverability

Transactional emails are the automated messages triggered by a user’s action, like password resets, order confirmations, shipping notifications, or account alerts. Their timely arrival in the inbox is crucial for user experience and trust.

And, I wouldn’t go out on a limb to say poor deliverability for transactional emails directly harms your business’s capacity to retain customers. Worse yet, it increases operational costs due to more support requests and the need to inspect the entire infrastructure. 

Now, let’s cover some common issues businesses encounter. 

• SaaS: A project management SaaS loses potential paying customers because trial-ending reminder emails are going to spam, causing users to lapse without converting. It also pushes the company into a vicious email feedback loop, threatening to hurt the sender’s reputation. 

• E-commerce: An online store selling handcrafted jewelry sees a surge in customer service tickets because order confirmations are landing in spam, making customers worry their payment failed. In turn, customers lose trust, and there is a significant bump in operational costs due to increased support requests. 

The bottom line is that if you send transactional emails, 95 %+ of them need to land in the inboxes. However, I’ll cover the detailed percentages across different verticals in the coming sections.

Marketing email deliverability 

Unlike password resets and order confirmations, no one will freak out if a newsletter, a promo, or a re-engagement email ends up in the wrong place. 

However, if poor marketing email deliverability remains unresolved, you’ll still be throwing money out the window. Your carefully crafted messages, valuable content, and enticing offers go to waste. 

Here are some examples to give these issues the proper context. 

• SaaS: A B2B SaaS company sees low adoption of a key new feature because the announcement emails had low inbox placement. To fuel the fire, their lead-nurturing emails aren’t moving prospects through the sales funnel for the same reason.
  
• E-commerce: An online fashion boutique sends a newsletter about a 24-hour sale, but due to poor deliverability, significantly fewer subscribers see it, resulting in disappointing sales figures for the campaign.

Ultimately, email deliverability is not just the concern of the email marketing team; it’s a business-wide issue that affects customer experience, revenue, reputation, and operational efficiency. 

With average global inbox placement rates around 85% and variations across providers (some seeing drops in early 2025), a significant portion of emails aren’t hitting the primary inbox. 

Focusing on deliverability is essential to ensure your emails and business aren’t invisible. And I wouldn’t exaggerate to say that high deliverability might also give you a competitive edge.

What is a good email deliverability rate?

Check the overall numbers breakdown before I move to good email deliverability rates per type of email message. 

• Excellent email deliverability: 95% or higher. This indicates that your emails consistently reach the primary inbox of the vast majority of your subscribers.

• Good email deliverability rate: generally falls between 85% and 94%. While solid, there’s room for improvement, as some emails may still land in spam or other filtered folders.

• Average email deliverability rate: around 83% to 85% globally. But note that this is true for marketing and bulk emails. Also, getting the average means a notable portion of your emails aren’t reaching the primary inbox. And if hard bounces, spam, or missing emails are the main reasons for the average rates, you need to inspect your infrastructure. 

• Poor email deliverability rate: typically below 80%. This is a strong indicator of significant issues that need urgent attention. A large percentage of your audience is likely not seeing your emails at all.

With that in mind, defining a single “good” email deliverability rate can be tricky, as benchmarks can vary slightly depending on the source, industry, and audience engagement. So, I’ll make things more granular and discuss deliverability across different types of emails.

Marketing emails deliverability rate

• A great marketing email deliverability rate is 90%+. 
• Good is 85% or above. 

But how did I come up with those numbers?

First, I did some research on my own and cross-referenced it across a few sources. For instance, ActiveCampaign puts the good deliverability at 89%, and the guys at EmailToolTester agree. 

Next, I wanted to do more research and give you the most realistic numbers based on our experience. Hence, I talked to Yaroslav, our resident deliverability expert, and the satisfactory numbers could be somewhat lower. 

However, and it’s a big however, you need to closely track where the missing emails went. For instance, if your deliverability is indeed 89%, we would all agree you’re doing well. But if the remaining percentage is spread between spam and hard bounces, you still need to inspect what’s going on immediately.

To remind you, keeping the email marketing deliverability good or great is a challenge due to stricter requirements from Google, Yahoo, Microsoft, and Apple. And you need to pay more attention to the technical aspects of your email campaigns.

Transactional emails deliverability rate

• Great transactional email deliverability is 98.99%. 
• Good transactional deliverability rate is 95% or higher.

Again, I did some digging and consulted with our deliverability wizard, Yaroslav, to give you the most realistic numbers. If you’d like more info, here’s a bedtime reading on transactional metrics. 

But at Mailtrap, we don’t like to shuffle around other people’s data and guestimate. So we ran some tests ourselves. 

To ensure our clients’ business operations run smoothly and generally test deliverability, we conducted comprehensive inbox placement tests. The results you see below were all done on a free plan, with the same email template (courtesy of our friends at TitanApps), and there was no IP warmup.

Email service provider	Email placement results
Mailtrap	Inbox: 78.8% Tabs: 4.8% Spam: 14.4% Missing: 2.0%
Amazon SES	Inbox: 77.1% Tabs: 1.9% Spam: 20.0% Missing: 1.0%
Mailgun	Inbox: 71.4% Tabs: 3.8% Spam: 23.8% Missing: 1.0%
SendGrid	Inbox: 61.0% Tabs: 1.0% Spam: 17.1% Missing: 20.9%
Postmark	Inbox: 83.3% Tabs: 1.0% Spam: 14.3% Missing: 0.9%

If you would like to read the detailed methodology and interpretation of this data, check our email deliverability comparison test blog post.

Who is responsible for email deliverability?

It’s a shared responsibility. On one side, it’s you. I mean, it’s your team where devs are typically responsible for transactional emails, and marketers handle email campaigns. And, on the other side, it’s your Email Service Provider (ESP).

But let me break it down a bit more.

Sender responsibility

You, as an email sender, are primarily responsible for:

• Building and maintaining a healthy, engaged email list (permission, hygiene).
• The quality and relevance of your email content.
• Subscribers’ engagement with your emails (opens, clicks, spam complaints).
• Ensuring your domain and email authentication (SPF, DKIM, DMARC) are correctly set up and maintained. 
• Your sending practices (volume, frequency) also fall under your control.

ESP responsibility

Your email service provider is responsible for:

• The email-sending infrastructure.
• Shared IP reputation management (if you’re not using a dedicated IP address).
• The tools and guidance to help you monitor and improve your deliverability.

Understanding this shared responsibility is key to diagnosing and improving deliverability; you must focus on the factors within your control while leveraging your ESP’s capabilities. However, keep in mind that ESPs cannot single-handedly fix deliverability issues caused by your list quality or sending habits.

If you’re experiencing deliverability challenges or want to optimize your current setup, conducting a comprehensive email deliverability audit can help identify specific areas for improvement across both sender and ESP responsibilities.

How to monitor email deliverability?

To monitor email deliverability, you need to track key metrics like delivery and bounce rate, spam complaints, unsubscribes, etc. Use email analytics from ESPs or 3rd party tools, then analyze feedback from mailbox providers using Google Postmasters Tools or Microsoft SNDS.

Pro tip: Typically, there’s no need for 3rd party tools; most ESPs offer the functionality out of the box. The exception is Amazon SES. 

Monitoring is even more critical for high-volume senders because of the sheer number of emails. To put it into perspective, a 1% increase in bounce rate isn’t the same number when you send 10K emails monthly compared to 100K. 

Regardless of the tool, the focus is on tracking key metrics.

• Delivery rate: The percentage of emails successfully accepted by recipient mail servers out of the total sent. High delivery rate (ideally 98 %+) is fundamental.

• Bounce rate: The percentage of bounced emails – those that could not be delivered. This is typically broken down into hard and soft bounces, the former being permanent delivery failures (e.g., invalid email address) and the later temporary delivery failures (e.g., recipient inbox is full, server is temporarily down). 

• Spam complaint rate: The percentage of recipients who mark your email as spam or junk; you need to keep it under 0.1%. 

• Inbox Placement Rate (IPR): This metric gauges the percentage of your successfully delivered emails that land in the primary inbox compared to spam, promotions, or other folders. If you’d like to learn more, follow the link to the inbox placement blog post.

• Unsubscribe rate: The percentage of recipients who opt out of your mailing list. A consistently high unsubscribe rate can indicate issues with your content relevance, sending frequency, or audience targeting.

• Engagement metrics (open & click-through rate): High open and click-through rates signal to ISPs that your subscribers value your emails, which positively impacts your sender reputation and inbox placement.

• Sender reputation score: A complex score ISPs assign based on your sending history, bounce rates, complaint rates, engagement, and technical setup. Monitor it through tools like Google Postmaster Tools and Microsoft SNDS.

Let me provide an example of how analytics looks in an email service provider. Mailtrap offers built-in analytics to help you monitor the performance of the emails you send.

Through your Mailtrap dashboard, you can track key metrics essential for understanding your deliverability health:

• Sent: The total number of emails you’ve sent through the service.
• Delivered: The number of emails successfully accepted by recipient servers (reflecting your delivery rate).
• Unique open rate: The percentage of unique recipients who opened your email (an important engagement indicator).
• Click rate: The percentage of recipients who clicked on at least one link in your email (another key engagement indicator).
• Spam complaints: The number of times recipients marked your email as spam.
• Bounced: A breakdown of emails that resulted in a bounce, often distinguishing between hard and soft bounces for diagnosing list quality issues.

This allows you to proactively address issues related to list quality, content, or technical setup before they severely impact your ability to reach the inbox.

So, if you’re a high-volume sender, you can meet Yaroslav (our deliverability expert) and he’ll tell you exactly how to engineer smashing metrics for the highest possible returns. Just hit the link below ⬇️.

What affects the email deliverability rate?

Email deliverability rate is affected by a complex interplay of technical setup, sender practices, and recipient behavior. 

Internet Service Providers (ISPs) and mailbox providers analyze numerous signals to determine if an email is trustworthy and wanted, influencing whether it lands in the inbox or the spam folder. Understanding these factors is key to optimizing your email program.

Email infrastructure

Email infrastructure is the foundation for all your email-sending efforts, and here are the aspects you should pay special attention to. 

Email service providers (ESPs)

The platform you choose to send emails significantly impacts deliverability. A reputable ESP maintains a strong sending infrastructure, manages the reputation of shared IPs, and provides tools and support for authentication and monitoring, which are all vital for inbox placement.

Take Mailtrap as an example. For product companies sending high volumes of email, Mailtrap offers an infrastructure (API or SMTP) built for reliable deliverability at scale. 

The platform focuses on robust analytics to provide visibility into how your emails perform across different mailbox providers, automatic handling of essential authentication protocols, and features designed to protect your sender reputation, helping ensure your critical emails reach the inbox.

If you’d like to learn more about ESPs, check out our articles:

• What is an ESP: Email Service Provider
• How to choose an ESP
• The best email service providers

Sending domain configuration

Properly setting up your domain’s DNS records (like MX, A, CNAME) is essential for guiding emails to recipient servers and enabling authentication checks. Incorrect configuration can cause delivery failures or signal untrustworthiness, or worse, open your domain for phishing.

Email authentication

These protocols prove your identity as a legitimate sender and prevent malicious actors from spoofing your domain.

• SPF (Sender Policy Framework): Lists the authorized servers allowed to send emails from your domain. And if you’d like to check your setup, use our free SPF checker.

• DKIM (DomainKeys Identified Mail): Adds a digital signature to verify that an email hasn’t been tampered with in transit. You can check your DKIM setup with our free DKIM checker.

• DMARC (Domain-based Message Authentication, Reporting, and Conformance): Builds on SPF and DKIM, telling receiving servers how to handle emails that fail authentication. It also provides reporting. Correct implementation is mandatory for bulk senders. And again, if you’d like to check your setup, use our free DMARC checker.

• BIMI (Brand Indicators for Message Identification) is your brand’s email avatar. From a more technical perspective, it’s an email standard that displays your brand’s logo next to the authenticated email.  

If you’d like to dive deeper into email authentication, check out this blog post.

Use of shared or dedicated IPs 

• Shared IP: An IP address used by multiple senders via an ESP. Your deliverability is influenced by the sending habits of others on that IP. But this isn’t necessarily a bad thing. 

• Dedicated IP: An IP address that only you use. Your deliverability reputation depends entirely on your own sending practices. Recommended for high-volume senders (100K+) who can maintain consistent, positive sending habits. And if you’d like to read more on the topic, check our technical explainer on shared vs dedicated IP for emails.

Here, I have to stress that the dedicated IP makes sense only if you send 100K+ emails a month. If you send less, it would take forever to warm up the IP, and the whole process may negatively affect your sender reputation.

Sender reputation

Your sender reputation is an aggregated score of your trustworthiness as determined by ISPs, based on your historical sending behavior. 

IP reputation

IP reputation is tied explicitly to the IP address(s) your emails originate from. 

Domain reputation

Domain reputation is associated with your email sending domain name. It carries significant weight for the overall deliverability, and a poor reputation can be tough to rehabilitate. 

Spam & complaints

Receiving spam reports or having emails marked as junk by recipients severely damages both IP and domain reputation.

• Blocklists: Databases listing IPs or domains known for sending spam. Listing on a major blocklist can result in widespread blocking or spam-folding. We’ve developed free domain blocklist and IP blocklist checkers for you to keep an eye on yours, so try them out – regularly!
• Spam reports: Direct negative feedback from users, a strong signal to ISPs that your emails are unwanted.

I highly recommend checking out more on this topic to avoid your emails being marked as spam:

• Spam filters explained 
• How to avoid emails going to spam 
• The list of 240 spam words to avoid in emails 

Email sending

How and when you send emails impact your reputation. 

• Warm-up: The crucial process of gradually increasing email volume from a new IP or domain to build a positive sending history before reaching full volume.
• Volume: Sudden, large spikes in sending volume without a corresponding positive sending history or engagement can look like spamming and harm a reputation. ISPs value consistency. So it’s best to keep to a regular weekly schedule and increase gradually.

Email list management

The quality and health of your email list are fundamental to good deliverability. Also, you need to handle the list and your recipients following the related laws, such as CAN-SPAM and the GDPR. If you want more info on the topic, check our detailed guide on email marketing laws. 

Anyway, here’s how to manage your list properly. 

Build an email list

Focus on permission-based list growth through transparent opt-in processes (like double opt-in) and don’t forget to set up recipient email validation. 

Sending to subscribers who genuinely expect and want your emails leads to higher engagement and fewer negative signals. Never purchase or scrape lists; they’re detrimental to deliverability.

Maintain email list hygiene

It is essential to regularly clean your list by removing invalid email addresses (hard bounces), spam traps, and inactive subscribers. This reduces bounces, spam complaints, and low engagement rates, all of which hurt your sender’s reputation.

Email content

The actual message you send is evaluated by spam filters and influences recipient behavior.

Subject line optimization

The first thing recipients see. An engaging and relevant subject line encourages opens, a positive engagement signal. Avoiding spam trigger words, excessive punctuation, or misleading claims helps bypass filters.

Personalization

Tailoring the email’s content to the recipient based on data and segmentation. Personalized, relevant content increases engagement (opens, clicks), signaling to ISPs that the email is desired.

Relevancy

Ensuring the content of your email aligns with what the subscriber signed up for and their interests. Irrelevant content leads to low engagement, high unsubscribes, and potential spam complaints.

Recipients’ engagement

How subscribers interact with your emails is heavily monitored by ISPs and directly impacts your sender reputation and future inbox placement. 

Positive engagement (opening, clicking links, replying, forwarding, adding to contacts, moving from spam to inbox) signals to ISPs that your emails are wanted and valuable, improving your standing. 

Negative engagement (deleting without opening, marking as spam) or a lack of engagement over time signals disinterest or unwanted mail, leading to increased filtering or blocking. Truth be told, this could also be one of the reasons your domain ends up in blacklists, which basically means the ISPs hold you for spammers.

How to test email deliverability?

To test email deliverability, you need to run the following checks and analyses: 

• Technical and infrastructure checks: Verify that your email authentication records (SPF, DKIM, DMARC) are correctly set up and valid. Check your sending IP and domain against major blocklists. Ensure your domain’s DNS configuration is sound. 

• Content and spam filter analysis: Evaluate your email’s content (subject line, body text, links, HTML structure, image-to-text ratio) against common spam filter rules and algorithms. This helps identify elements in your email that might trigger filters and negatively impact placement.

• Inbox placement simulation: Sending test emails to a diverse network of seed email addresses hosted by various ISPs (like Gmail, Outlook, Yahoo). This is a key method to see exactly where your email lands (inbox, promotions tab, spam folder, or missing) across different providers.

• Sender reputation assessment: While building reputation takes time and consistent good practices, testing tools can provide insights into your current sender score and status with major ISPs, indicating how trustworthy mailbox providers currently perceive you.

Testing isn’t a one-time action; do it as a regular process, especially critical for high-volume senders. A comprehensive testing approach provides the clearest picture since deliverability is a complex system where each element influences the others. If you’d like to know more, we prepared a separate guide on the testing and tools.

Alternatively, you can check our YouTube tutorial on the topic.

How to improve email deliverability: best practices

To reiterate, improving email deliverability isn’t a one-time fix. It’s an ongoing commitment to apply and stick to a set of best practices, aiming to cultivate a strong engagement with your audience and build trust with ISPs. The silver lining is that the automation of specific aspects helps streamline the whole optimisation process. 

Anyway, I already covered several best practices throughout this write-up. So, here’s a digest version of foundational principles to ensure your emails keep landing in inboxes. 

• Create a solid technical foundation: Ensure your email authentication (SPF, DKIM, DMARC) is perfectly configured and consistently maintained. Also consider implementing BIMI since it’s a positive signal to ISPs and the recipients. All this technical rigor confirms your identity as a legitimate sender. 

• Maintain a highly engaged email list: Strictly adhere to permission-based list building (e.g., double opt-in) to ensure every subscriber genuinely wants your emails. Also, remember to perform list hygiene regularly, as discussed under the “Email list management” section. 

• Pay close attention to your sender reputation: Your sender reputation is among the most valuable assets, particularly if you plan to scale. It needs to be proactively managed, including:
  • Email warmup for new domains and IPs
  • Immediately address negative signals (high bounce or spam rate)
  • Send at consistent volumes and only gradually increase

• Ensure your content is relevant and engaging: Keep testing and refining until you’re sure the email content strikes a chord with your audience. Your engagement will grow naturally, and ISPs will pick up on that, eventually boosting your reputation. 

• Embrace continuous optimisation and monitoring like your life depends on it: Don’t just set and forget. Regularly track your key deliverability metrics (bounce rates, spam complaints, engagement rates) and use A/B testing to refine your subject lines, content, and calls to action.

And here’s a detailed checklist you can use for reference when auditing your deliverability.

Action	Explanation
Implement email authentication	Correctly set up and maintain SPF, DKIM, and DMARC records to verify your sending identity and build trust with mailbox providers.
Build your list organically	Always obtain explicit consent (opt-in) from subscribers to ensure your audience genuinely wants your emails. This will lead to higher engagement and fewer complaints.
Maintain regular list hygiene	Periodically remove invalid, unengaged, and bouncing email addresses to protect your sender reputation and reduce spam trap hits.
Warm up new sending IPs/Domains	Gradually increase your sending volume from new IPs or domains to build a positive sending history and reputation with ISPs.
Monitor your sender reputation	Regularly check your domain and IP reputation using tools like Google Postmaster Tools to identify and address perceived trustworthiness issues.
Avoid spam triggers in content	Design email content and subject lines to be relevant and free of characteristics (e.g., excessive capitalization, spammy phrases) that can trigger spam filters.
Personalize and ensure relevance	Segment your audience and tailor your content to individual interests and behaviors, which will significantly boost engagement and signal legitimacy to ISPs.
Encourage positive engagement	Design emails that prompt opens, clicks, and replies, as active subscriber engagement is a powerful positive signal to mailbox providers.
Track key deliverability metrics	Regularly monitor your bounce rate, spam complaint rate, open rate, and click-through rate to diagnose issues and measure campaign health.
Perform inbox placement tests	Use seed list testing tools to simulate real-world inbox placement and see exactly where your emails are landing across various mailbox providers.

Again, if you’d like to learn more, check our video on the topic.

Email deliverability tools

Navigating the complexities of email deliverability requires more than just good intentions; it demands the right tools. These specialized platforms and services provide the insights, diagnostics, and infrastructure necessary to ensure your emails consistently reach the inbox. They allow you to monitor performance, identify issues, and proactively optimize your sending strategy.

Email Service Providers (ESPs) with a deliverability focus

Your choice of ESP is foundational to your deliverability success. Modern ESPs go beyond simply sending emails, offering features and infrastructure designed to enhance inbox placement.

Take Mailtrap Email Delivery Platform as an example. (Yeah, I’m biased, but just let me remind you of the deliverability test results I shared earlier.) 

Anyway, we provide robust infrastructure for sending both marketing and transactional emails, specifically catering to high-volume senders. 

Also, there are comprehensive analytics dashboards with detailed insights into email performance (delivered, opened, clicked, bounced, spam complaints) across various mailbox providers, enabling users to monitor deliverability and quickly diagnose issues. 

And we automatically handle the authentication protocols so you don’t need to create the DNS records manually.

Inbox placement and content testing tools

These tools help you simulate how your emails will perform in real-world inboxes and identify content-related issues before you hit send.

• Seed list testing tools: These services send your email to a network of test email addresses across major mailbox providers (like Gmail, Outlook, Yahoo) and report exactly where the email lands – be it the primary inbox, promotions tab, or spam folder. They provide a real-time snapshot of your inbox placement rate and often include spam score analysis and authentication checks. These are the tools such as Glockapps, Unspam, etc. 
• Content and spam score checkers: These analyze your email’s content for elements (keywords, formatting, links) that might trigger spam filters, providing a “spam score” and suggestions for improvement. Many seed list tools incorporate this, and some dedicated services also exist. For instance, you can use tools such as Folderly and Mailmeteor.

Sender reputation monitoring tools

Understanding how major mailbox providers perceive your sending reputation is crucial. These tools offer direct insights into your sender health.

• Google Postmaster Tools: A free service provided by Google that offers valuable data specifically for your sending reputation with Gmail. It provides dashboards for monitoring spam rates, IP and domain reputation, authentication (SPF, DKIM, DMARC) status, encryption, and delivery errors. This data is essential for diagnosing issues that affect your deliverability to Gmail users.
• Microsoft Smart Network Data Services (SNDS): Similar to Google Postmaster Tools, SNDS is a free service from Microsoft that allows senders to monitor the health and reputation of their IP addresses as seen by Outlook.com, Hotmail, and other Microsoft email services. It provides insights into spam complaints, IP reputation (e.g., green, yellow, or red status), email volume statistics, and spam trap hits.

Email authentication checkers 

Email authentication checkers verify protocols like SPF, DKIM, and DMARC are correctly set up; i.e., you’re a legitimate sender and your emails are legitimate.

You can use tools like MXtoolbox, Verifalia, etc.

And, on Mailtrap, we also have free email checkers mentioned above:

• SPF record checker
• DMARC record checker
• DKIM record checker
• Domain blocklist checker 
• IP blacklist checker

While comprehensive deliverability platforms often include authentication checks, dedicated tools or features can help verify your setup.

Within Mailtrap’s Email Testing (sandbox) environment, users can leverage built-in spam analysis tools that include checks for SPF, DKIM, and DMARC alignment. This allows developers and marketers to verify that their email authentication is correctly configured and will pass initial checks by mailbox providers before sending emails to live recipients.

Utilizing a combination of these tools allows you to gain a holistic view of your email deliverability, from infrastructure setup and sender reputation to content quality and actual inbox placement. This enables you to manage and improve your email program’s performance proactively.

Summary

Ultimately, email deliverability isn’t just a technical term buried in analytics. It’s the invisible force that makes your entire email strategy work; the “secret sauce” that ensures your efforts in segmentation, personalization, and compelling content truly connect with your audience and drive tangible results. 

When your emails consistently land in the inbox, you unlock the full potential of this powerful channel, transforming it into a reliable engine for engagement and revenue.