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Email Deliverability

I Don’t Think That Word Means What You Think It Means

Email Deliverability

Well since Jordan* ( is still on the email kick, I thought I'd stick with it as well. Again just like Jordan*, I often get asked, "How does email actually work?" or "How come my email is not being delivered when Infusionsoft says it is?", or "How do I measure my email deliverability rates?". Or many variations on these themes.

Well ,as Jordan points out in his excellent blog post ( how email actually gets out of your system (your Outlook, Gmail, Infusionsoft, Mail Chimp, whatever) and into your recipient's email server is pretty complicated....and it hasn't even gotten to your recipient's inbox yet.


There are a couple of definitions of "The email has been delivered!" and several things that you can do that will either increase or decrease the likelihood that it makes it from your recipient's email server into your recipient's inbox.

One that Jordan did not mention was getting email confirmation (double opt-in). This improves the likelihood that the email will reach the recipient's inbox.....really! Systems like Infusionsoft let the receiving email server know that the email is being sent from a system into which the recipient has verified/confirmed their email address. With all the testing the receiving server goes through to decide if a particular email should end up in the inbox, it does look at email confirmaiton.

* For those of you who haven't read my last post Jordan Hatch is a friend who just happens to be one of Infusionsofts resident geniuses, dad and all around cool guy!

About the Author

Dom Cassone

Dom Cassone

Dom Cassone is passionate about creating solutions for small businesses. Founder and President of Zacaw Enterprises Inc., he is a marketing strategist and coach to small business owners, Infusionsoft Certified Consultant, custom software and API developer, business author, Infusionsoft User Group facilitator, and expert on secure hosting.

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