What does the term “deliverability” refer to in email marketing?

The term "deliverability" in email marketing specifically refers to the success of emails reaching the intended recipients' inboxes. This concept encompasses several factors, including the sender's reputation, the quality of the email list, and the overall email content. A high deliverability rate indicates that a significant percentage of emails successfully land in subscribers’ inboxes rather than being filtered into spam or junk folders.

While speed of sending, the total number of emails sent, and avoiding spam filters are important aspects of email marketing, they do not encapsulate the entire notion of deliverability. For example, an email may be sent quickly or in high volume but still face issues that prevent it from being delivered successfully to the target audience. Therefore, focusing on deliverability helps marketers understand and improve their email campaigns, ensuring their messages are seen by the recipients they intend to reach.