Email deliverability

What is email deliverability?

Delivery and deliverability are different. An email can be delivered (accepted by the server) and still land in spam. Mailbox providers such as Gmail or Outlook decide where it goes based on three things: authentication (SPF, DKIM and DMARC prove who you are), sender reputation (built on bounces, complaints, spam traps and engagement) and the quality of your list and content. This guide explains how to improve email deliverability, and these sender reputation metrics show what to track.

Email only performs if it is seen. Poor deliverability quietly cuts open rates, clicks and revenue on every campaign, and a damaged reputation takes time to rebuild. Keeping a clean, opted-in database, a steady sending rhythm and easy unsubscribing are the habits that keep mailbox providers on your side.

Actito configures DKIM, SPF and DMARC for you and manages dedicated IP pools with automatic warming. At each send, the Smart filter removes risky addresses and the sending optimizer reaches your most engaged contacts first. A team of deliverability experts monitors reputation signals and helps you fix issues fast: deliverability is built into every campaign.