E-mail deliverability refers to the effectiveness of delivering an email message to the recipient's inbox, avoiding being flagged as spam. It encompasses various factors, such as avoiding anti-spam filtering, maintaining a positive sender reputation, and adhering to best email sending practices like DKIM, SPF, and DMARC. In the context of marketing efforts, high email deliverability is a crucial element of a successful campaign, influencing not only communication effectiveness but also the trust level customers have in the brand. Taking care of deliverability is not just a marketing tool but also a way to build lasting relationships with customers and achieve long-term business success.

Achieving this goal poses a challenge, given the dynamic nature of email communication, which reached 347.3 billion emails per day in 2023. The average email deliverability rate on marketing email platforms was 84.2% in April 2022, indicating a 4.7% decrease compared to the previous year. Furthermore, 20.4% of all emails end up in the spam folder or remain undelivered.

Taking care of deliverability not only safeguards against the loss of customer trust but also contributes to building lasting relationships. Investing in email deliverability has long-term benefits, strengthening customer loyalty and translating into business success. In the competitive business world, focusing on deliverability becomes a key marketing tool and a way to build lasting customer loyalty.

The terms "delivery" and "deliverability" are often used interchangeably, but for email specialists, they have distinct meanings. Delivery refers to the number of sent emails accepted by the servers of subscribers' mailboxes, confirming the physical delivery of the message to the destination. On the other hand, deliverability pertains to where your emails land—whether in the inbox or the spam folder. It is a crucial element in determining the position of your message in the recipient's awareness.

Reputation of both the domain and IP address is crucial for email deliverability. Email service providers and anti-spam filters evaluate them to decide whether a message should go to the inbox or be classified as spam. Domain reputation focuses on how email service providers perceive your brand, while IP reputation assesses the credibility of devices assigned to specific IP addresses. Both factors significantly influence decisions regarding email deliverability, making it imperative for senders to maintain a positive image.

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