Definition
Deliverability is the share of your sent emails that actually land in the recipient's inbox rather than in spam or getting rejected entirely.
Also called: Deliverability, Inbox placement, Email deliverabilityFrom sender to recipient.
- 01 / Sender identity
- Check domain and authentication: SPF, DKIM and DMARC.
- 02 / Recipient server
- Reputation, relevance and list quality affect placement.
- 03 / Response
- Track clicks, purchases, unsubscribes and complaints. Opens may be machine-generated.
01Check domain and authentication: SPF, DKIM and DMARC.
The foundation under all email work
The best flow logic and the sharpest subject lines are pointless if the email lands in spam. Deliverability determines whether your work even gets seen. It's governed by your sender reputation, which is built over time through engagement (opens, clicks, purchases) and eroded by sending to unengaged or dead addresses.
Deliverability is therefore as much hygiene as it is technique. Proper domain authentication (SPF, DKIM, DMARC), a dedicated sending subdomain, double opt-in, ongoing list hygiene and a sunset flow all work together to keep you in the inbox. Neglect them, and the list slowly fades out of sight, without you necessarily noticing why.
Frequently asked questions
How do I improve my deliverability?
Authenticate your domain (SPF, DKIM, DMARC), send from a dedicated subdomain, use double opt-in, keep the list clean with a sunset flow, and send mainly to the engaged. Engagement builds reputation, which builds inbox placement.
How do I know if I have a deliverability problem?
Falling open rates despite a good history, emails landing in the spam folder on testing, or sudden swings after large sends to the unengaged. Klaviyo's and inbox providers' tools can help diagnose it.
From insight to action
See how it applies in practice.
Emails built around customer needs
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About the author
Nicklas Segatz Mortensen
Growth hacker and fractional CMO with 10+ years' experience and hundreds of millions in managed ad spend behind him. Background from larger Danish and international scale-ups, and from the agency world.
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