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What is Email Deliverability

Email deliverability is the ability to deliver emails to subscribers’ inboxes. Some marketers use to gauge the likelihood of their email campaigns reaching their subscribers’ inboxes related to actual delivery–like ISPs, throttling, bounces, spam issues, and bulking.

Elements that hurt deliverability include sending without custom authentication, using single opt-in, sending from a free domain email address, making it difficult to unsubscribe, using URL shorteners, and lack of engagement.

In terms of delivery, email service providers (ESPs) show why a message was rejected (bounced) based on the details the receiving server sends back in the error message.

How to improve my email deliverability?

If you want to improve your email deliverability, you can sign with Folderly and start to improve your deliverability today, or you need to think like the people that make email possible: the Internet Service Providers (ISPs). To do that, you need to understand the scope of what ISPs deal with every day.

Question: how many emails are sent each day globally?

It’s in the neighborhood of 270 billion, give or take a few billion. A little more than half of those are business emails, while a little less than half are consumer emails.

Reflect on that number for a minute. Then reflect on the fact that that’s a daily number.

Now, what percentage of those 270 billion emails are spam? Would you believe that it’s about 50%? It’s true – over 100 billion spam messages are sent every day.

It’s a true tidal wave of spam, trying to make its way to your (and everyone else’s) inbox.

ISPs are excellent at managing this neverending onslaught of spam. They make sure spam doesn’t even make it to your spam folder, let alone your inbox. By doing so, they’ve positioned themselves as heroes to email recipients.

But to do their task, they need to be a bit ruthless. They need to punish bad sending habits. Put yourself in their shoes. They’re dealing with massive volumes of emails from malicious senders. Would you act differently?

If you want your emails to be delivered, you need to be sure about your Email Deliverability score, DNS, contact, and data list your work with.

What is the objective of email deliverability?

This question might seem too simple. The objective of email deliverability is to get your email delivered, of course. But it’s not so simple.

Let’s say your latest emailing evaluation report says you have a 99% deliverability rate. Sounds good, right?

But the deliverability rate can be misleading. It’s missing one important point.

You don’t want to get your email delivered. You want to get your email to your customer’s inbox.

The true goal of email deliverability is to get good inbox placement.

The email that winds up in a customer’s spam or junk folder is still considered to be delivered. The delivery rate tells you nothing about inbox placement. Don’t be fooled by high delivery rates. Focus on inbox placement.

How do you get a good inbox placement? You can try the Folderly Email Spam test, where we include inbox placement across different ESP's.

Also, to understand inbox placement, you need to understand the full journey of an email.

Email Journey


For email marketing to be effective, the emails have to get delivered.

That’s step one. After that, you can go crazy with creating killer subject lines and powerful email content.

Email marketing works wonders — but only if you get those emails delivered.

Understand your email deliverability with Folderly and fix your email deliverability and spam issues today.

See also

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