Email deliverability is a term that describes all the problems you may have getting your email to its recipients; it is also a term used to describe your relative success at that feat. You may think you click send and that your emails land happily in the inboxes of your recipients and that is the end of it. But, did you know that the average business email sender loses about 10% emails. That is 10% of potential that gets lost in system. There are two main reasons that your emails may not be getting where you want them to go: bounces and security.
A bounced email is an email that was returned to sender. The email leaves your box, but for some technical reason cannot be delivered to the recipients email address. Usually the email provider organizations recognize this and send you an informative failure notice that explains what went wrong.
Example: firstname.lastname@example.org : Your message was unable to be delivered due to a permanent error: could not find host named “bad address.co”
There are many reasons for an email to bounce, but generally speaking they bounce because there is some permanent technical problem such as a non existent or bad email address. The other reason is a temporary problem; such as a down email server.
Anti-spam measures are processes and technologies in place to keep unwanted mail out of the inbox.
There are various processes for this such as filters, whitelists and blacklists. But spam security is not a perfect system, sometimes they get false positives and flag legitimate messages and senders. You cannot assume that because you don’t spam you won’t run into problems with anti-spam measures. When a message is flagged as spam you rarely get feedback or a message about it so it can go undetected. You may have a spam problem and not even realize you have one.
The good news is that you can improve deliverability by cleaning your list of bad email addresses and checking your reports if you use an email marketing service to send your emails. When you keep a clean list, you can keep off black lists; spammers have a habit of sending emails repetitively to bad addresses, so it is a warning flag for most spam measures. There are lots of clever practices to help keep your emails from being flagged like excluding spam-fluent phrases and authenticating your emails, but it comes down to this: send relevant, useful emails to people who have requested to receive them .
Good deliverability comes down to permission based marketing and bounce management.