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lindagray

Email Deliverability Definitions

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Email Deliverability Definitions

Spam filter definition

There are a lot of checks that happen when an email goes through the server. ISPs (such as Gmail, Yahoo, AOL) have put filters in place to protect spam or malicious email from landing in a recipients’ inbox.

One thing to keep in mind is that deliverability is different from delivery. The two sound very similar, but shouldn’t be confused.

Deliverability rate is calculated as how many emails are inboxed out of the total sent. Delivery rate actually includes all email accepted by the ISP, which includes email that lands in the spam folder.

You can have a 100% delivery rate, but if your deliverability rate is only 45%, you’re missing out on a huge opportunity to communicate with your customers.

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