Email Delivery vs. Email Deliverability

Email deliverability and delivery are often used interchangeably, but it’s crucial to grasp the distinction for effective email testing. Understanding these terms is essential for achieving desired outcomes in your email marketing strategy.

In essence, email deliverability refers to the percentage of your emails that successfully land in the recipient’s inbox. On the other hand, email delivery measures the number of messages that avoid bouncing back. It’s important to note that your message may have a low deliverability rate (as it didn’t reach the inbox) but a high delivery rate (as it wasn’t bounced), even if it ends up in the spam folder.

Ensure successful email campaigns by monitoring both deliverability and delivery rates, optimizing your strategies for reaching the target audience effectively.

Email DeliveryEmail Deliverability
The process of an email being successfully sent and accepted by the recipient’s email server.

The primary objective is to ensure that emails are successfully transmitted, in a timely manner, from the sender’s server to the recipient’s server.
The likelihood of an email reaching the recipient’s inbox without being marked as spam or promotional content.

The primary objective is to ensure that emails reach recipients’ inboxes and go through spam filters.

Delivery of emails

Email delivery is a procedure in which the sending and receiving servers exchange information before the receiving server chooses whether or not to accept the incoming message.

Its main goal is to guarantee proper delivery; rather than being bounced, the message should reach the sender’s server. It also aims to guarantee prompt delivery, meaning that the message should reach its destination as soon as possible and not be delayed or misplaced during transit.

Deliverability of emails

The simplest way to define email deliverability would be to say that it is an inbox placement procedure. The email deliverability rate will show whether an email ends up in the main inbox or the spam/promotions folder once it has been approved for delivery. Its main goals are to successfully deploy spam filters and inboxes.

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