E-mail deliverability
Whether sent e-mails reach the recipient's inbox instead of the spam folder, and the set of factors that determine this.
- 01
Why it matters
Even the best campaign goes unseen in the spam folder. Deliverability is determined by SPF, DKIM and DMARC authentication, sender reputation, complaint rate, list quality and content. Since 2024, Gmail and Yahoo have required bulk senders to use authentication, offer one-click unsubscribe and keep spam complaint rates low.
- 02
Example
A shop's campaign e-mails are landing in spam. DKIM and DMARC are set up and addresses with no engagement for a long time are removed from the list; the e-mails start reaching the inbox again.
- 03
Common mistake
Suddenly sending tens of thousands of e-mails from a new domain or server without a warm-up period. Providers treat this as spam behaviour.
- 04
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