Email Deliverability

Category: Email

The set of technical and reputational factors that determine whether your email reaches the inbox or spam folder.

Deliverability is 30% technical (SPF, DKIM, DMARC, dedicated IP warm-up, list hygiene) and 70% engagement-driven (open rates, spam complaints, unsubscribe rates, reply rates). Providers like Gmail and Outlook now use engagement as the primary signal. Sending less to healthier lists beats sending more to stale ones, always.

Part of the AMA Orlando marketing glossary. See also the chapter's free marketing calculators and templates and playbooks.