The Difference Between Deliverability and Delivery Rate

“How’s our deliverability doing? Oh, it’s really strong—we’ve seen a delivery rate of 98% for the last few email campaigns, with only a small handful of bounces.” If you ever heard someone say this sentence, you’ve witnessed someone fall for the most common misconception about deliverability.

The biggest mix-up we see when we talk to customers is that deliverability is discussed in terms of delivery rate. This simply isn’t true. Delivery rate is a valuable metric to consider, but it is not the same as deliverability. Let’s set the record straight.