Glossary

Deliverability

Deliverability refers to the ability of an email or SMS to successfully reach the recipient's inbox or phone without being blocked, bounced, or filtered as spam. It's the foundation of any communication strategy.

Email Deliverability Factors

  • Sender Reputation: ISPs track your sending history and assign a reputation score
  • Authentication: SPF, DKIM, and DMARC records verify your identity
  • List Hygiene: Sending to invalid or unengaged addresses hurts deliverability
  • Content Quality: Spam trigger words, excessive images, and misleading subjects hurt placement
  • Engagement: ISPs factor in whether recipients open and interact with your emails

SMS Deliverability

SMS deliverability depends on carrier filtering, number type (long code vs. short code vs. toll-free), 10DLC registration, message content, and opt-in compliance. Carrier filtering has become increasingly aggressive, making proper registration essential.

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