Email deliverability

Email deliverability

Email Marketing

Email deliverability is how reliably your emails reach the inbox instead of the spam folder or getting blocked.

What is Email deliverability?

Delivered isn't the same as delivered to the inbox. A message can be accepted by Gmail and still land in spam. Deliverability is about inbox placement. Three things decide it: authentication (SPF, DKIM and DMARC prove you are who you say), reputation (your domain's history of bounces, complaints and engagement) and content and consent (sending wanted mail to people who asked for it). In SmartyTap, you set up SPF, DKIM and DMARC with records SmartyTap generates, warm up a new sending domain in stages, and bounces, complaints and unsubscribes are suppressed automatically.

Example

A store's open rate falls by half after it emails a five-year-old list. Complaints spike, Gmail starts filtering, and even engaged customers stop seeing its emails.

Why Email deliverability Matters

An email in spam earns nothing. Deliverability is the ceiling on every other email number.

Email deliverability FAQ

Why are my emails going to spam?

Usually missing authentication, a high complaint or bounce rate, a sudden jump in volume, or sending to people who didn't ask. Fix authentication first, then send only to engaged contacts for a while.

How do I measure deliverability?

Inbox placement isn't reported directly, so watch bounce rate, complaint rate and clicks by inbox provider, plus Google Postmaster Tools.

Is delivery rate the same as deliverability?

No. Delivery rate counts mail accepted by the server; deliverability is whether it reached the inbox.

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