If my deliverability rate went down...

First, it’s important to distinguish between “delivery” rate and “deliverability” rate. Delivery rates are calculated based on the number of emails sent, minus any bounces that occur. So while 99% of your emails might not have bounced, they may still be delivered to the spam folder.

This is where “deliverability” is distinctly different from “delivery.” Deliverability is all about making sure your emails land in the inbox instead of the spam folder. While your delivery rate is a component of your overall deliverability metrics, it does not speak to where those emails specifically land. This is where a seasoned Deliverability expert can help you decipher the metrics to determine your deliverability overall.