If you are an Email Marketer, then doubtlessly you must be very much aware of this word EMAIL DELIVERABILITY. For non-marketers,Well, by email deliverability in marketing terms means that the email is delivered to the inbox and  NOT to the spam folder. There are many factors which affect the deliverability of emails. Like:

  • Sender’s IP Sending Reputation
  • Quality of your contact list
  • Message design and content
  • Message frequency and relevance.

There is a lot to Email Deliverability and YEAH!! I have already a blog on the best tips and practices that you need to follow to get your email delivered to the inbox. You must visit here also [ link ]

Now this one is based on the terms that we generally use for Email Deliverability. Most of us must have experienced the feeling of not getting your emails delivered. How depressing you feel? All of the things: the campaign, the designing, the content, the time utilized went in vain…..

But, the good news is- it is not that hard to improve your deliverability rates. Just maintain the tips and practices that are required.

Well, here are the top terms that every marketer must know for Email Deliverability.

 1.  DKIM

DKIM is an acronym for DomainKeys Identified Mail. It is an email authentication method which is designed to detect email spoofing. It allows the receiver to check that an email comes from a specific domain was authorized by the owner of that domain. Their reputation is the basis for evaluating whether to trust the message for delivery. Technically, DKIM provides a method for validating a domain name identity that is associated with a message through cryptographic authentication.

 2.  Blacklist

Blacklists are lists of IP addresses that have been reported and listed as “known” sources of spam. There are public and private blacklists. Public blacklists are published and made available to the public – many times as a free service, sometimes for a fee. There are hundreds of well-known public blacklists.


 3.  Block

There is a difference between Blacklist and Block.  Unlike blacklists, blocks are specific to mailbox providers. This is a refusal by a mailbox provider or mail server not to accept an email message for delivery. Many mailbox providers block email from IP addresses or domains that have been reported to send spam or viruses or have content that violates email policy or spam filters.

 4.  Inbox Placement Rate

There is a confusing difference between “Email Deliverability” and “Inbox Placement Rate”. Well, inbox placement rate is the rate that gives us the ratio of emails that get delivered to the inbox VS junk folder. It can be calculated as:

IPR = Number of emails delivered to the inbox/ Total number of emails sent

5.  CloudMark

Cloudmark is a company providing protection against spam, viruses, phishing and spear phishing, threats that affect email and mobile messaging. Their Global Threat Network is fed by various means but most notably through their desktop spam filter and through ‘This is Spam” buttons that mailbox providers contribute through their Cloudmark Authority product.
6.   Ham

This word is generally used by Software Developers and not much anywhere else. The meaning of Ham is “NON-SPAM”. In general, we don’t use Ham much, we use ‘no-spam’ or ‘good email’.

 7.  Honey Pot

Honey Pot is just a sweet word for SPAM. It is basically designed to catch spammers. These are email addresses that you publish specifically as baits for spammers. The tricky part is the publication: you need to place these honeypot addresses where spammers can find them. Another word for honeypot is “
SPAM TRAPS”.

 8.  Acceptance Rate

It is the percentage of email messages that are accepted by email servers but it does not necessarily mean that the email accepted by the email server will get delivered to the inbox. It can be calculated as:

Acceptance Rate = Number of accepted email messages/ Number of emails sent.


9.  Bounce Rate


It is the percentage of sent messages that cannot be delivered. When this happens, the mailer will receive an automatic notification of delivery failure. There are two types of Bounce:
Soft Bounce and Hard Bounce.


10.  Recycled Spam Traps


This consists of very old email addresses that are no longer in use by the original owner. Then these spam traps can use these email addresses for honeypot/spam trapping.

Back To You:

If you know any other important term that is associated with Email Deliverability, then please share below in comment section.