Email Deliverability
Quick definition
The chance that your email actually reaches your recipient's inbox instead of landing in the spam folder or being blocked.
Detailed explanation
Email deliverability determines the difference between a successful outbound campaign and wasted effort. It's about three things: 1) Does your email reach the mail server (not blocked)? 2) Does it land in inbox or spam folder? 3) Is it displayed as intended? Average deliverability rate is 85% - meaning 15 of your 100 emails are never read. With poor deliverability this drops to 40-60%. Factors affecting deliverability: your sender reputation (historical spam complaints), technical setup (SPF, DKIM, DMARC records), email content (spam-triggering words), engagement rates (how many people open/click), and volume (250+ emails per day from new domain = red flag). For outbound sales, deliverability is crucial: a campaign with 20% open rate but 50% deliverability means you only reach 10% of your target audience.
Synonyms
Examples
A company sends cold emails from a new domain without warming up: 1000 emails sent, 580 in spam, 120 blocked, 300 in inbox = 30% deliverability. After 3 weeks of domain warming, SPF/DKIM setup, and content adjustment: 870 in inbox = 87% deliverability.
An SDR uses templates with words like "free", "guaranteed", "click here" and 3 links per email. Deliverability 45%. After rewriting template to personal tone, 1 link, no spam words: deliverability to 82%.
When to use this?
Monitor deliverability in every outbound email campaign. Check it before you start (domain health check), during the campaign (bounce rates, spam complaints), and after (open rates as proxy). Especially important for cold outreach, sales sequences, and marketing automation.
Match-day approach
Match-day ensures your outbound infrastructure is correct from day 1. We help you configure domains correctly (SPF, DKIM, DMARC), build warming schedules for new domains, and review your templates for spam triggers. We monitor your deliverability via bounce rates and engagement, and adjust your approach if we see emails landing in spam. Your outbound campaigns arrive where they belong: in the inbox.
Learn more
Wil je weten hoe je email deliverability effectief inzet in jouw organisatie? Neem contact op met Match-day.
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