Whether your email actually lands in the inbox vs the spam folder, promotions tab, or nowhere at all.
Definition
Email deliverability is the umbrella term for everything that determines whether your message reaches the inbox. It's affected by sender reputation, authentication (SPF, DKIM, DMARC), list hygiene, engagement signals (open and click rates), content (spam-trigger words, image-to-text ratio), and infrastructure (IP warming, dedicated vs shared IPs).
Poor deliverability is silent: campaigns appear to send successfully but never reach the inbox. The most common causes are old, unengaged contacts dragging down sender reputation; missing DKIM/DMARC records; and aggressive sending volume without warming.
Examples
How Wizel handles it
Wizel monitors deliverability across your Klaviyo flows and campaigns, flags sender-reputation issues, and writes copy that doesn't trigger Gmail's promotions tab. Reporting surfaces inbox placement, not just send count.
Related terms
Sender reputation
A score (or set of scores) that mailbox providers assign to your sending domain and IP — drives whether your email reaches the inbox.
List hygiene
The practice of removing unengaged, bounced, or invalid contacts from your email list to protect deliverability.
Double opt-in
A sign-up flow where the subscriber confirms their email address by clicking a link before being added to the list.
BIMI (Brand Indicators for Message Identification)
A standard that lets verified senders display their logo next to inbox messages — improves trust and open rates.
Last updated 2026-04-30
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