Deliverability
Deliverability is the ability of a campaign to reach recipient inboxes reliably. It depends on sender authentication, audience quality, content quality, sending behavior, and recipient engagement.
Before launch
Check:
- sending domain verification is complete
- SPF, DKIM, DMARC, and tracking domain records are valid
- recipients are targeted, not a stale all-contact export
- suppression and unsubscribe rules are active
- subject and body avoid deceptive claims
- links point to trusted domains
After launch
Watch bounce rate, complaint rate, unsubscribe rate, open trend, click trend, and domain-level delivery issues. A campaign with weak engagement should not be reused as-is for a larger audience.