← Glossary
Deliverability
The ability of your emails to reach subscribers' inboxes rather than spam folders.
Email deliverability refers to whether your emails successfully land in the inbox (primary, promotions, or updates tabs) versus being filtered to spam or blocked entirely. Key factors include sender reputation, authentication (SPF, DKIM, DMARC), list hygiene, engagement rates, spam complaint rates, and sending consistency. Creators who send from a custom domain with proper authentication and maintain engaged lists typically achieve 95%+ inbox placement. Poor deliverability silently destroys list value — subscribers who never see your emails cannot convert or generate revenue.