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?