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in Analytics & ReportingGlossary Tags: email terminology

What is Deliverability Rate?

Deliverability describes making sure emails are delivered to the inbox and aren’t blocked or rerouted by spam filters. This can be a continuous fight for direct marketers. Successful deliverability depends upon a mixture of preferable techniques, like authentication, content, from email, from name, links and email reputation are just few factors in calculating your deliverability.

Deliverability is influenced by variables including CAN-SPAM compliance, sender reputation, list hygiene, whitelisting and blacklisting. The number of active subscribers, open and click-through percentages also can impact standings with specific ISPs such as Hotmail or Gmail. Understand that, akin to the meaning of spam, the guidelines of deliverability are constantly fluctuating.