Core Distinction

The article clarifies two often-confused terms:

Delivery refers to emails reaching a recipient's mail server—anywhere (inbox, spam, promotions folder). A good delivery rate is 98%+.

Deliverability means inbox placement specifically—the percentage landing in the inbox versus other folders. As the guide notes, "Deliverability = Inbox Placement… in other words your Inboxing Rate."

Factors Affecting Deliverability

The tutorial identifies controllable and uncontrollable elements:

• IP and domain reputation (engagement metrics matter most)
• Authentication (SPF, DKIM, DMARC, MX records)
• Domain age and suffix (.com/.org are most trustworthy)
• Content elements (subject lines, spammy words like "FREE" reduce placement)
• Blacklisting status (check via MXToolbox)
• Link quality and quantity (associated reputation affects emails)
• Text-to-HTML ratio (60:40 ratio recommended)
• Send volume and consistency (avoid spam-like patterns)
• Recipient behavior (user engagement history factors in)

Key Takeaway

The article emphasizes: "proper setup/configuration is necessary to get you TO the inbox, but it's the behavioral stuff that ensures you STAY there."

For complex issues, professional consultation is recommended.