Deliverability is a key metric that measures the ability of an email to successfully reach the inbox of its intended recipient. It is affected by various factors such as email content, sender reputation, recipient engagement, and email authentication protocols. High deliverability is critical for the success of email marketing campaigns as emails that do not reach the inbox of the recipient are unlikely to be opened and acted upon.
To ensure high deliverability, it is important to follow best practices for email marketing such as using a reputable email service provider, creating quality content, using a clear and recognizable sender name and email address, segmenting your email list, regularly cleaning your email list to remove inactive or invalid email addresses, and using authentication protocols such as DKIM, SPF, and DMARC to prevent spoofing and phishing. Additionally, it is important to monitor your email deliverability metrics such as bounce rate, spam complaint rate, and open rate to identify issues and make necessary adjustments to your email marketing strategy.