Overview

This Scalendo Support Portal article explains email deliverability—"a measure of how many of your emails are going to Subscribers' inboxes vs their spam folders"—and provides strategies for improving inbox placement.

Key Sections

What is Deliverability and Why is it Important?

The article emphasizes that deliverability matters because you want recipients to actually see your messages rather than have them filtered to spam.

How is Deliverability Determined?

Mailbox providers evaluate three criteria:

1. Is the message safe?
2. Is the message wanted by most subscribers?
3. Is the message wanted by this particular subscriber?

These assessments rely heavily on sender reputation scores maintained by providers like Gmail, Microsoft, and Yahoo.

Sender Reputation

"Mailbox providers...create a reputation score for your sending domain" but keep these algorithms private. Subscriber engagement is the most important factor.

Subscriber Engagement Recommendations

List Health:

• Import only subscribers with explicit permission
• Secure forms with double opt-in and/or ReCaptcha
• Regularly prune unengaged subscribers

Consistency:

• Maintain consistent sending domain