Email deliverability refers to the ability of an email to reach the recipient's inbox successfully. It is a crucial aspect of email marketing and communication, as it directly impacts the effectiveness of your email campaigns. Understanding the factors that influence email deliverability is essential for maximizing the chances of your emails being delivered and read by your intended audience.

There are several key factors that affect email deliverability:

1. Sender Reputation: The reputation of the sender's IP address and domain plays a significant role in email deliverability. Internet Service Providers (ISPs) and email service providers (ESPs) use various metrics to assess the sender's reputation, such as bounce rates, spam complaints, and engagement metrics.
2. Email Authentication: Implementing email authentication protocols like SPF (Sender Policy Framework), DKIM (DomainKeys Identified Mail), and DMARC (Domain-based Message Authentication, Reporting, and Conformance) helps verify the authenticity of the sender and prevent email spoofing and phishing attempts.
3. Email Content: The content of your email, including subject lines, body text, and attachments, can impact deliverability. Avoid using spam trigger words, excessive capitalization, and misleading subject lines that may trigger spam filters.
4. List Quality: Maintaining a clean and engaged email list is crucial. Regularly remove inactive subscribers, monitor bounce rates, and encourage recipients to engage with your emails by providing valuable content.
5. Email Volume: Sending a high volume of emails from a new or unfamiliar IP address can raise red flags for ISPs. Gradually increase your email volume to establish a positive sending reputation.

References:

• SendGrid: What is Email Deliverability and Why Does it Matter?
• SparkPost: Email Deliverability Guide
• Mailgun: What is Email Deliverability and How to Improve It

By understanding and optimizing these factors, you can improve your email deliverability and ensure that your messages reach your intended recipients' inboxes.