Deliverability

Deliverability is the ability of legitimate email to reach the inbox instead of being filtered to spam, blocked, or deferred. It is shaped by sender reputation, authentication setup, list quality, complaint rates, and engagement patterns over time. Deliverability differs from delivery rate: messages can be technically delivered but still miss primary inbox placement. Strong practices include consistent sending behavior, domain warmup for new programs, permission-based acquisition, and fast suppression of risky contacts. Teams should monitor ISP-level performance and reputation signals continuously. Good deliverability protects lifecycle revenue and ensures campaign performance reflects message quality rather than infrastructure problems.