Email Deliverability
Email deliverability is the ability of an email to successfully reach the recipient's inbox rather than being filtered to spam or bounced.
What Is Email Deliverability?
Deliverability is determined by a combination of sender reputation, authentication records (SPF, DKIM, DMARC), content quality, and subscriber engagement. Internet Service Providers (ISPs) and email clients use sophisticated algorithms to decide whether your email lands in the inbox, the promotions tab, or the spam folder. A deliverability rate above 95% is considered good, while anything below 90% signals serious issues that need immediate attention. Factors like sending frequency, list hygiene, and complaint rates all contribute to your overall deliverability score.
Why It Matters for Newsletters
For newsletter creators, deliverability is everything. You could craft the perfect newsletter, but if it never reaches your subscribers' inboxes, it's wasted effort. Poor deliverability directly impacts open rates, click rates, and ultimately your newsletter's growth and revenue. Even a small drop in deliverability — from 98% to 93% — means hundreds or thousands of subscribers never see your content.
Best Practices
- Set up SPF, DKIM, and DMARC authentication records for your sending domain
- Maintain a clean subscriber list by regularly removing bounced and inactive addresses
- Send consistently — sudden spikes in volume trigger spam filters
- Monitor your sender reputation using tools like Google Postmaster
- Make it easy to unsubscribe — hidden unsubscribe links increase spam complaints
How Aldus Handles This
Aldus handles deliverability automatically through Resend with proper authentication setup. When you configure a custom sending domain, Aldus generates the SPF and DKIM records for you and verifies them before sending. The platform also monitors bounce rates and automatically removes invalid addresses to protect your sender reputation.