What Is Email Deliverability?
Whether your emails actually reach the inbox, rather than spam or nowhere at all.
What it means
Deliverability is a measure of how many of your sent emails actually make it to the recipient's inbox, as opposed to being blocked outright, filtered into spam, or silently dropped by their mail provider.
Why it matters
A campaign can look fine on paper — sent, no errors — and still be quietly landing in spam folders for a chunk of your list. Deliverability problems usually creep up slowly, driven by rising bounce rates, spam complaints, or an old list full of dead addresses, so they are easy to miss until open and click numbers have already dropped for weeks.
ask datanephew
How do I know if I have a deliverability problem?
Ask datanephew to check your bounce rate and open rate trend over the last few months — a slow decline in both, with sends otherwise unchanged, is the classic sign.
Is it my list or my content causing the problem?
Ask datanephew to break down your bounces by type and compare recent campaigns against older ones — a rising hard-bounce rate points to a stale list, while a healthy list with falling opens points more toward spam filtering.