Deliverability Isn’t Magic – It’s Engagement Introductio n Email marketing has evolved beyond batch-and-blast messages. Getting emails delivered is no longer just about technical settings; it’s about how your audience responds. In 2025, inbox providers use engagement signals—opens, clicks, bounces and spam complaints—to decide whether your messages deserve a spot in the inbox. To demystify deliverability, marketers need to understand these signals and focus on the quality of their interactions with subscribers. What is Email Deliverability? Deliverability refers to the ability of an email to reach a recipient’s inbox rather than the spam folder. Many people confuse it with delivery rate, which simply measures whether an email was accepted by the recipient’s server. Deliverability goes further: it takes into account how mailbox providers interpret your sender reputation and user engagement. High bounce rates, a surge of unsubscribes or a spike in spam complaints can damage reputat...