# What is Deliverability?

What is Deliverability? The ability of emails to reach the main inbox, not spam. Affected by reputation, bounce rate, and list quality.

## How it works in practice

Poor deliverability is as good as not sending at all. About 20% of emails worldwide end up in spam.

## Related metrics

- Sender Reputation — the foundation of deliverability
- Hard/Soft Bounce — directly harmful
- Spam Rate — rises when deliverability is poor
- Domain Authentication — SPF, DKIM, DMARC

## 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.

## Real-world example

A store sent 50,000 emails on a Sunday — 85% landed in spam. Six weeks of domain warming raised deliverability to 94%.

## Where to start

Before your first send: SPF + DKIM + DMARC + domain warm-up.

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Category: Analytics · From the [Jimmy OS KPI Glossary](https://jimmy-os.com/glossary/kpi.md) · Source page: https://jimmy-os.com/glossary/kpi/deliverability