Factors Influencing Email Deliverability

Chapter 4 of List Quality and Deliverability in Email Marketing

The likelihood of a sender’s messages consistently reaching a subscriber’s inbox is summed up in the phrase ‘email deliverability’. This chapter looks at the factors influencing this, and how marketers can improve deliverability rates.

By Kath Pay

10 minute read

Email deliverability is essentially the likelihood of a sender’s messages being delivered consistently to subscribers’ inboxes. This chapter looks at the practices, processes and protocols around this topic, covering:

Email blocking: Why do some emails get blocked, and what can be done to minimise the chances that brand emails will be flagged as spam?
Sender reputation: Sender reputation is a score designated to email senders that is based on the quality of their email campaigns. What are the factors inflencing this score?
Email volume: The volume and frequency of email sends can affect sender reputation – how can marketers get the balance right?