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What does Deliverability mean?

Updated: Jun 4

Deliverability supporting clients with the core function of their email business: Delivering email to the client’s inboxes. This task sounds simple on the first view but contains several challenges.


Deliverability can also be seen as interface, or translator between the different players in the email business. You need to understand all participating parties, goals and challenges to be able to navigate your mails through the jungle of the world wide web and finally hit the customers inbox.

On client side, Deliverability is supporting the whole customers lifecycle: Starting from Vetting prospects and supporting pre-sales calls, Deliverability does the IP Onboarding, Warmup and supports clients in production with inbox-support.


On technical side, Deliverability needs to understand ISPs (Internet Service providers). Delivering email simply means following the rules of the ISP. Those are usually checked with different metrics and summarized in a “reputation” value. Blacklists usually check list-management practices. This information is played back to the ISPs or IPs/Domains are simply blacklisted. And finally, there’s technical issues from time to time, that require “finetuning” between two (or more) communicating mailservers.

That’s in short, the fields we play on. Mapp Digital has a quite big Deliverability Team across the world supporting its clients in 6 languages (English, French, Italian, German, Russian, Chinese) with a huge network built over years.


In the coming weeks, we will provide you with further articles explaining the basic terms for email marketers and best practices to maximize your chance to reach the inbox of your targets.


In the meantime, feel free to take a look into our recently published Deliverability Whitepaper

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We are an interactive marketing company specializing in DIGITAL and LOYALTY marketing. Employing leading edge digital technologies, we bring best of breed email marketing solutions, mobile marketing solutions, marketing automation and web marketing technologies to our customers. 


We are passionate about customer experience, and helping our clients to derive rich and rewarding interactions with their customers. We help clients engage their audience with exceptional efficiency through real-time, optimized experiences. Reach customers with the best message at the right time,  at every stage of their journey with your brand.

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