Back to the Basics: Email Deliverability
In the world of email marketing, email deliverability is the one metric that rules them all. Despite that, many people in the industry still have a difficult time defining what exactly email deliverability is. Not only that, but why is it important? Let’s take a closer look.
At the most basic level, email deliverability is the rate at which emails arrive in an inbox. This makes email deliverability the most important metric for email marketers to measure, because all other metrics rely upon it—you can’t measure open rates if the intended recipient never even got the email!
Email deliverability is important from a revenue standpoint as well. Let’s say you're analyzing your email deliverability and find that one campaign had a spam-placement rate of 18%. If that campaign targeted 100,000 people, that means that 18,000 people never even saw your email. If you had budgeted an ROI of $1 per person for that campaign, that means you...