// Glossary
Deliverability
Whether your email actually reaches the inbox rather than the spam folder or getting blocked entirely.
Definition
Email deliverability is the measure of how reliably your messages reach recipients' inboxes instead of being filtered to spam or rejected. It depends on sender reputation, authentication (SPF, DKIM, DMARC), list quality, content, and engagement. Deliverability is distinct from delivery: an email can be delivered to a server yet land in spam. Verified lists, warmup, and low bounce and complaint rates all improve it.
What drives deliverability
Deliverability is whether your email reaches the inbox rather than the spam folder or a bounce. It's governed by sender reputation (built on bounce rate, spam complaints, and engagement), authentication (SPF, DKIM, DMARC), and list quality. The fastest way to wreck it is sending to a stale, unverified list: bounces spike, and mailbox providers throttle or filter you. The fastest way to protect it is list hygiene — verify close to send, suppress opt-outs, and warm up new sending domains.
Common questions
What's a healthy bounce rate for deliverability?+
Public guidance commonly treats a hard-bounce rate under about 2% as healthy, with the 2–5%+ band putting sender reputation at risk. Exact thresholds vary by mailbox provider.
How do I improve email deliverability?+
Authenticate your domain (SPF/DKIM/DMARC), verify your list close to send time, remove opt-outs and repeat bouncers, warm up new domains, and keep engagement high by sending relevant mail.
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