In the fight against spam, ISPs (Internet Service Providers) put more and more restrictions on access to the user’s mailbox. This all works to the users’ benefit – it lets them have a clean mailbox with content they want to receive and an experience they expect.
But time and time again, important messages miss users’ inboxes due to sometimes foolish mistakes the senders make when in a hurry or due to lack of experience. Don’t let this happen to you.
Bear with us as we cover the basics of email deliverability, and suggest what to focus on and what to avoid in this 2022 updated guide.
What is email deliverability?
Before diving into all of the ins and outs of email deliverability let’s define what it is. In layman’s terms, it is measuring and having solid knowledge of how well your marketing or transaction emails perform in terms of being delivered to a receiver’s inbox, thus also being known as inbox deliverability.
Email deliverability vs email delivery
These terms often get confused for being the same but are two separate things and it’s important to distinguish between them.
Email delivery is whether the recipient’s mail server accepted the actual email file and delivered it to the mailbox no matter the folder.
With email deliverability, the server accepts the file and delivers it to the mailbox, but the question is if it was placed in the inbox or spam, social, updates, or any other folder that rarely gets checked by the recipient.
So in other words email deliverability is the actual ability to get emails to land in the recipient’s inbox.
