Knowing the deliverability of your email campaigns is essential to understand how well it's doing. It also can be one of the hardest metrics to nail down.
You might think you know your deliverability because you can look at the dashboard in your email service platform and see that 99% of your emails got delivered. That's your delivery rate – the percentage of emails that were received successfully by an email server or ISP.
However, that's not the same as your deliverability. Deliverability measures how successfully your email messages reach your subscribers' inboxes instead of being routed to their spam folders or getting blocked outright by an ISP's filters. That's an important difference because, for many subscribers, out of sight means out of mind.
The 2021 Consumer Email Tracker published by the UK's DMA found 46% of subscribers say they check their spam folders at least daily, and 11% say they check it at least hourly. What we don't know, however, is how...