Email deliverability

Email deliverability is the ability for your emails to land in the inbox.

Not “sent”.

Inbox.

If deliverability is weak, the rest of your outbound system is irrelevant because your message is never seen.

What drives deliverability?

SPF, DKIM, and DMARC need to exist and align with your sending domain.

Providers build trust scores for:

Reputation is influenced by bounces, complaints, and engagement.

Bad lists create bounces and spam traps.

That is one of the fastest paths to reputation decay.

Volume spikes and inconsistent sending can trigger filtering.

A ramp schedule and rotation model reduce that risk.

Spammy patterns (overuse of links, aggressive language, tracking setups) can contribute to filtering.

Deliverability is the general concept: reaching the inbox instead of being filtered.

Inbox placement is the practical measurement: where your emails actually land.

If you want to measure reality, you measure inbox placement.