Email deliverability
Definition
Deliverability is whether sent email reaches the inbox rather than the spam folder or a block. It is governed by sender authentication, domain reputation and recipient engagement rather than content alone.
The foundations are technical: SPF, DKIM and DMARC records correctly configured for every sending domain. Without them, major providers increasingly reject mail outright regardless of what it contains.
Beyond authentication, reputation is driven by engagement. Continuing to send to contacts who never open trains providers to treat the sender as unwanted, which suppresses delivery even to engaged subscribers. A sunset policy that stops mailing the disengaged usually improves reach within weeks.
Definitions are free.So is the cost review.
A short call, then a written review inside 72 hours: what your marketing costs, what it produces, and what is worth fixing first.