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.

deliverability terms

28 Deliverability Terms Every Email Marketer Should Know

As email marketers, we strive to produce great content and work to build emails that drive brand awareness, engage our customers, and encourage prospects to purchase our products. It sends a shudder down our spine to think about landing not in our subscriber’s inbox, but in the dreaded spam folder. It’s our duty to build something great, not spammy.

Yet deliverability is a tricky thing to master, in part because there’s a lot of technical language to learn. Here are 28 deliverability terms you need to know as an email marketer.