What is Deliverability?
Email Deliverability
Deliverability is the percentage of emails that reach subscribers' inboxes (not spam folders).
Target: 95%+ inbox placement · Below 85% = deliverability problem
- Deliverability
- Deliverability is the percentage of emails that reach subscribers' inboxes (not spam folders).
Why Deliverability matters
Affected by: sender reputation, list quality, email content, SPF/DKIM/DMARC authentication, engagement rates. Drop-off in deliverability is the #1 silent killer of email revenue.
Common mistakes with Deliverability
- 1
Sending the same content to your whole list. RFM-segmented campaigns deliver 3-5× the revenue per send vs broadcast.
- 2
Measuring open rate as the success metric in 2026. Apple MPP made open rate noise; revenue per recipient is what counts.
- 3
Skipping welcome and abandoned cart flows. These two flows alone usually drive 25-35% of total email revenue.
How to improve Deliverability
Build core flows first: welcome (3-5 emails), abandoned cart (3 emails), browse abandonment, post-purchase, win-back.
Implement RFM segmentation (Recency × Frequency × Monetary) and tailor send cadence per segment.
A/B test send times by segment, not in aggregate. Engaged buyers and dormant buyers have different optimal times.
Common questions about Deliverability
What is Deliverability?▾
What is a good Deliverability benchmark?▾
Why does Deliverability matter for marketing teams?▾
Need help applying Deliverability to your business?
Book a free 30-min audit. We will benchmark your Deliverability against your industry and flag what to fix first.
Book a free audit