GTM Glossary · Motions & Plays
Email Deliverability
The likelihood that a sent email reaches the recipient inbox rather than spam or rejection.
[01]What It Means
It depends on authentication (SPF, DKIM, DMARC), domain and IP reputation, list quality, sending volume patterns, and engagement. Reputation is earned slowly and lost quickly.
[02]Why It Matters
Deliverability is a compounding asset attached to your primary domain. Burning it for a quarter of volume outreach can quietly damage every future email the company sends, including invoices and support replies.
[03]Where It Goes Wrong
Sending cold volume from the primary corporate domain.Skipping DMARC, which leaves both deliverability and spoofing exposure.Judging a campaign on opens while replies and bounces tell the real story.
[04]Related Terms