What is Deliverability Rate?

Deliverability is a measurement of an email campaign’s success in reaching the contact’s inbox (or spam folder). Emails not delivered will show as a bounced email.

Successful deliverability is dependent on a number of preferable techniques, such as authentication, content, from email, from email name, links, and email reputation.

The number of active contacts opens and click-through percentages can impact standings with specific Internet Service Providers. Just as the terms and definitions of spam change frequently, the guidelines of deliverability are also in constant fluctuation.

Deliverability may also be influenced by such things as CAN-SPAM compliance, sender reputation, list hygiene, whitelisting and blacklisting.


Not all emails are created equal; a number of factors can impact if/how soon they reach the recipient.

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