Email Deliverability 101

Deliverability is whether your emails reach the inbox instead of spam or a block. Inbox providers ask three questions of every message: is it safe, is it wanted, has this recipient engaged with you before.

The three things that matter most

List health: only email people who opted in, use double opt-in and spam prevention on forms, periodically remove non-engagers.

Consistency: send from a recognizable domain, keep volume steady rather than bursty, don't go silent for long stretches.

Content quality: balance images with real text, avoid link shorteners and spammy phrasing, write like you're talking to one person. Genuine replies and clicks are the strongest positive signal.

The bottom line

No single toggle fixes deliverability — it's the accumulated result of sending wanted email, consistently, to a clean list.