Deliverability
The ability of emails to reach the main inbox, not spam. Affected by reputation, bounce rate, and list quality.
In practice
Poor deliverability is as good as not sending at all. About 20% of emails worldwide end up in spam.
Common misconception
'GA4 is installed, so deliverability is fine.' Without SPF, DKIM, and DMARC, emails land in spam automatically.
How to fix it
Emails in spam? (1) check SPF, DKIM, DMARC at MXToolbox.com, (2) check spam score at mail-tester.com, (3) remove 'free' and 'WIN' from subject lines, (4) domain warming for a new account.
Example
A store sent 50,000 emails on a Sunday — 85% landed in spam. Six weeks of domain warming raised deliverability to 94%.
Priority
Before your first send: SPF + DKIM + DMARC + domain warm-up.
Related terms
Keep learning. Metrics that touch the same area:
- ConversionAnalyticsA desired action a visitor takes — a purchase, sign-up, form submission. The basis for measuring marketing success.
- Conversion Rate (CR)AnalyticsThe percentage of visitors who completed a desired action. Average: 1-4% for purchases, depending on category.
- ATC – Add To CartAnalyticsThe action where a visitor adds an item to the cart. Average ATC rate: 8-10% of product page visits.
- Cart AbandonmentAnalyticsA customer added an item to the cart but didn't complete the purchase. Average: 70-75%. One of the biggest opportunities.
- Open RateAnalyticsThe percentage of recipients who opened the email. Average: 20-25% in eCommerce.
- Click RateAnalyticsThe percentage of recipients who clicked a link. Average: 2-3%. A CTOR (click-to-open rate) of 10-15% is a good target.
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