What is Email deliverability?
Whether your emails actually reach the inbox instead of the spam folder or being rejected, decided by your sender reputation, authentication and list hygiene.
What is Email deliverability?
Deliverability is the measure of whether sent email arrives where it can be read. Delivery means the receiving server accepted the message; deliverability is whether it lands in the inbox, the promotions tab or the spam folder. A campaign can report 98 percent delivered while half of it sits unseen in spam.
Three things decide it. Authentication: SPF, DKIM and DMARC records that prove the mail really comes from your domain. Reputation: the history of your sending address and domain, built on engagement and damaged by bounces, spam complaints and sudden volume spikes. List hygiene: mailing people who opted in and removing addresses that bounce or never engage.
Why it matters
Deliverability is invisible until it breaks, and then everything built on email breaks with it: receipts, reminders, campaigns. It also decays slowly, so the businesses that monitor it keep a channel their competitors quietly lose. Buying lists or blasting cold addresses is the fastest way to burn a domain reputation that took months to build.
How it works in Medivot
Medivot handles the technical layer for you: authenticated sending infrastructure, bounce and complaint handling, and unsubscribe enforcement on every campaign. Your side of the bargain is list quality, and Medivot helps there too, recording opt-in consent at capture, tracking bounces per contact, and letting you suppress unengaged segments before they hurt your sender reputation.
Frequently asked questions
Why are my emails going to spam?
The usual causes are missing domain authentication (SPF, DKIM, DMARC), a damaged sender reputation from bounces or complaints, spammy content patterns, or mailing people who never opted in. Fix authentication first, then list quality, then content.
What is a good email delivery rate?
Healthy senders see 95 percent or more accepted by receiving servers. Below that, your list likely contains dead or mistyped addresses. Remember that delivered does not mean inboxed; engagement rates are the better guide to where your mail actually lands.
Guides and resources
- Email Marketing in Nigeria: Build Lists, Nurture Leads & Drive Sales for Nigerian Businesses
- Your First Email Campaign: A Step-by-Step Guide From Template to Send to Analytics
- All glossary terms
- Pricing