What It Is
Email deliverability describes whether your messages actually reach the inbox. Sending an email is not the same as delivering it. Along the way, the receiving provider decides whether to accept the message, put it in spam, or reject it. Those decisions depend on your domain’s authentication (SPF, DKIM and DMARC), your sending history, how many people mark your mail as spam, and the content itself.
Why It Matters for Your Business
If your emails are not delivered, nothing else you write matters. A contractor’s quotes, a salon’s appointment reminders or a shop’s order confirmations can all disappear into spam, and the customer simply thinks you never replied. Poor deliverability often goes unnoticed for a long time, because senders rarely get a clear error when a message is filtered.
Good to Know
Authenticate your domain, keep your mailing lists clean, and only email people who asked to hear from you. Make unsubscribing easy, since a quick unsubscribe is better than a spam complaint. Send website form notifications through a proper email service instead of the web server. Every so often, send a test to a few personal accounts on different providers and check where it lands.