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Email deliverability is the ability of your emails to reach the inbox instead of the spam folder. Sender handles authentication, sender reputation, and infrastructure – so you get top-tier inbox placement.
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Strong inbox placement comes down to a few fundamentals done consistently. Sender automates them for you, and you can improve email deliverability further with a few best practices.
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Email deliverability is the ability of your emails to reach the recipient's inbox instead of the spam folder or being blocked. It depends on authentication (SPF, DKIM, DMARC), your sender reputation, list quality, and sending infrastructure. Email service providers like Gmail weigh all of these signals to decide placement. Read more about how email deliverability works in our help center.
A healthy deliverability rate is typically 95% or higher, meaning at least 95 of every 100 emails reach inboxes. Sender's shared IP pools are managed to maintain up to a 99% deliverability rate. Rates below 85% usually signal authentication problems, poor list hygiene, or a damaged sender reputation that needs attention.
Emails land in spam most often due to missing authentication, a weak sender reputation, high bounce/complaint rates, or sending to unengaged contacts. ESPs like Gmail and Yahoo also enforce sender requirements that, if unmet, route mail to spam. To avoid spam folders, fixing authentication and cleaning your list are the fastest first steps.
You can check your email deliverability using free tools like MXToolbox, Mail-tester, or your ESP's Postmaster tools, which report on authentication, blacklist status, and spam placement. Inside Sender, the deliverability dashboard tracks bounce rates, spam complaints, and inbox placement so you can spot issues before they affect campaigns.
No, with most email marketing platforms, you don't need a dedicated IP for decent deliverability. Sender's shared IP pools are carefully managed and maintain strong reputations with major providers, which works well for typical volumes. A dedicated IP gives you full control over your sender reputation and suits high-volume senders, but it requires a warm-up period before reaching full deliverability.
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