Related terms


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Email deliverability is the capacity of an email campaign to reach the recipients' inbox rather than other folders, like the spam folder. It is determined by factors such as complaints, bounces, sender reputation, and more. The higher the deliverability, the higher the inbox placement rate, and the lower the missing rate.

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How is deliverability measured?

Deliverability is considered high if an email campaign successfully passes the filters set by email service providers. Deliverability is measured by taking into account various factors, including complaints, both temporary and permanent bounces, spam traps, blacklists, IP reputation, content quality, user behaviour, sender reputation, and authentication.

However, it's important to note that deliverability doesn't only depend on the email service provider; the sender also plays a significant role. Senders can contribute to improving deliverability by maintaining a clean list, creating value-added messages, and complying with relevant laws (such as GDPR).

How to achieve 100% deliverability?

While not a guarantee of 100% deliverability, asking recipients to add you to their contacts can help improve trust and deliverability. Additionally, technical measures like domain authentication can also improve deliverability.

To maintain high deliverability, it's crucial to avoid buying email lists, as this can lead to legal penalties for not having proper consent from recipients. Email service providers value the quality of email sends. Beyond focusing on email addresses, it's important to include data that improves segmentation, as this can enhance subscriber interaction with messages. With a good sign-up form, you can collect information for better segmentation.

Using a well-designed email template helps avoid certain codes that might be considered malicious. Checking the words and language used in your content before sending your campaign is also essential to avoid expressions or writing styles that might trigger spam filters. You should also check the links included in your emails.

Sending high-quality content and maintaining an appropriate sending frequency helps prevent subscribers from becoming annoyed and deleting emails without opening them, which could harm your sender reputation. The reputation of the email service provider you choose is also important, as it plays a role in achieving good deliverability. So, consider this aspect when selecting an email service provider, in addition to its features.

Lastly, monitor campaign statistics to identify which types of content are more or less effective, adjust the sending frequency, investigate reasons for bounces, and check for emails marked as "not spam." This data can help inform decisions to improve deliverability in future campaigns.