Industry terms

Deliverability

Deliverability is how reliably your emails land in people's inboxes, rather than spam or not at all.

Also called: email deliverability, inbox placement

By Aulto · Last reviewed 23 Oct 2026

What decides deliverability?

Whether your domain is set up to prove emails are really from you (SPF, DKIM and DMARC), how people react to your emails, and how clean your list is.

Since 2024, Gmail and Yahoo require bulk senders to authenticate their domain, make unsubscribing one click, and keep spam complaints low.

Email only people who opted in, make leaving easy, remove addresses that bounce, and send what people expect.

An artist's release email lands in spam until their domain's DKIM and DMARC records are set up.

Opt-in
An opt-in is a person's clear permission to receive your messages, like ticking a box or entering their email to get updates.
Double opt-in
Double opt-in means someone signs up and then confirms by clicking a link in an email, which proves the address is real and theirs.
Open rate
Open rate is the share of delivered emails that were opened, usually tracked with a tiny invisible image in the email.

Smart links, pre-saves, bio pages and Reply Drop for Instagram, in one place.