How is deliverability defined in the context of email marketing?

Deliverability in the context of email marketing refers to the ability of an email to reach the recipient's inbox. It is fundamentally about the feasibility and reliability of an email being accepted and successfully delivered by the recipient's mail server. The concept encompasses various factors, including sender reputation, email content, recipient engagement, and compliance with anti-spam regulations.

While options like sending to engaged customers and achieving higher open rates are important metrics in assessing the effectiveness of an email campaign, they do not directly define deliverability. Rather, they can influence aspects of it, as engaged customers are more likely to receive and open emails. Obtaining a 100% delivery rate is an unrealistic goal, as there are always variables outside the marketer's control. Thus, the notion of deliverability is best captured as the possibility of an email successfully making it to the recipient's mailbox, reflecting the foundational aspect of email marketing efforts.