Guide

Understanding email deliverability

The keys to staying on the right side of the deliverability equation.

What’s inside

In this guide, you will find:

What email deliverability is and why it matters
How to maintain high engagement rates in your email list
How to mitigate the risks of spam complaints and blacklisting
How to work with different Internet Service Providers (ISPs) and their different requirements
How to effectively scale your sending volume to protect your deliverability
How Mailgun can help you adapt to email’s changing landscape

Download the guide

Keep me posted! Get the latest from Mailgun delivered to your inbox.

Please complete this required field.

Send me the newsletter. I expressly agree to receive the newsletter and know that I can easily unsubscribe at any time.

Understanding Email Deliverability

Unpack the complexities of landing in the inbox

The world of email is growing at an alarming rate. Today, there are approximately four billion email users in the world, and that’s expected to grow to 4.3 billion users by 2023. With over half of the world’s population using email, mastering it is key to your business growth.

Sending to a mailbox is easy, but sending to the inbox is another story entirely. This is where deliverability comes in.

To have great deliverability, you need to have an excellent reputation, and that can only be done through a properly implemented email program. So how do you stay on the right side of the deliverability equation?

This ‘Understanding Email Deliverability’ ebook has been written by our team of email experts at Mailgun to help you unpack the complexities of what causes your emails to land in the inbox.

Download the guide

See more guides

Handbook

See what you can accomplish with the world's best email delivery platform.

It's easy to get started.

When you visit any web site, it may store or retrieve information on your browser, mostly in the form of cookies. This information might be about you, your preferences or your device and is mostly used to make the site work as you expect it to. The information does not usually directly identify you, but it can give you a more personalised web experience. Because we respect your right to privacy, you can choose not to allow some types of cookies. Click on the different category headings to find out more and change our default settings. However, blocking some types of cookies may impact your experience of the site and the services we are able to offer.
Cookie Statement

Strictly Necessary Cookies (always active)

These cookies are necessary for the website to function and cannot be switched off in our systems. They are usually only set in response to actions made by you which amount to a request for services, such as setting your privacy preferences, logging in or filling in forms. You can set your browser to block or alert you about these cookies, but some parts of the site will not then work. These cookies do not store any personally identifiable information.
Cookie details

Cookie Subgroup	Cookies	Cookies used
documentation.mailgun.com	_cfuvid , __cfruid	First Party
.mailgun.com	OptanonConsent	First Party
mailgun.com	actualOptanonConsent , apt.sid , OptanonAlertBoxClosed , mail_session	First Party
app.mailgun.com	connect.sid , SERVERID	First Party
hello.mailgun.com	uvts , __cf_bm	First Party
m.stripe.com	m	Third Party

Performance Cookies

These cookies allow us to count visits and traffic sources so we can measure and improve the performance of our site. They help us to know which pages are the most and least popular and see how visitors move around the site. All information these cookies collect is aggregated and therefore anonymous. If you do not allow these cookies we will not know when you have visited our site, and will not be able to monitor its performance.
Cookie details

Cookie Subgroup	Cookies	Cookies used
hello.mailgun.com	ubpv , ubvs	First Party
dev.mailgun.com	_an_uid	First Party
app.mailgun.com	rl_page_init_referring_domain , rl_anonymous_id , rl_group_trait	First Party
mailgun.com	_vwo_ds , test_rudder_cookie , _vis_opt_s , rl_group_id , rl_user_id , _ga , rl_session , rl_page_init_referrer , ubvt , _vwo_uuid , apt.uid , optimizelyEndUserId , _gat , _vwo_sn , _ga_xxxxxxxxxx , _gid , _uetvid , _vis_opt_test_cookie	First Party
hello.learn.mailgun.com	visitor_id	Third Party

Functional Cookies

These cookies enable the website to provide enhanced functionality and personalisation. They may be set by us or by third party providers whose services we have added to our pages. If you do not allow these cookies then some or all of these services may not function properly.
Cookie details

Cookie Subgroup	Cookies	Cookies used
hello.mailgun.com	_gd_session	First Party
mailgun.com	__q_state_zkTi4FmbUJniF8K2 , _vwo_uuid_v2 , apt.temp-xxxxxxxxxxxxxxxxxx , __tld__	First Party
demo.mailgun.com	_gd_visitor	First Party
dev.mailgun.com	_pin_unauth , __uvt	First Party
app.mailgun.com	__stripe_mid , __stripe_sid	First Party
mailgun.zendesk.com	_cfuvid, __cf_bm, __cfruid	Third Party
vimeo.com	_cfuvid, __cf_bm, vuid	Third Party
producthunt.com	__cf_bm	Third Party
goldcast.io	__cf_bm	Third Party

Targeting Cookies

These cookies may be set through our site by our advertising partners. They may be used by those companies to build a profile of your interests and show you relevant adverts on other sites. They do not store directly personal information, but are based on uniquely identifying your browser and internet device. If you do not allow these cookies, you will experience less targeted advertising.
Cookie details

Cookie Subgroup	Cookies	Cookies used
www.mailgun.com	pardot	First Party
app.mailgun.com	rl_trait	First Party
hello.mailgun.com	visitor_id	First Party
mailgun.com	_gat_gtag_xxxxxxxxxxxxxxxxxxxxxxxxxxx , _uetsid , _fbp , _tt_enable_cookie , _ttp , _rdt_uuid , __q_domainTest , _gcl_au	First Party
linkedin.com	bcookie, lidc, li_gc	Third Party
pi.pardot.com	pardot, lpv830283	Third Party
bing.com	MSPTC, MUID	Third Party
hello.learn.mailgun.com	pardot	Third Party
pardot.com	visitor_id	Third Party
doubleclick.net	IDE, test_cookie	Third Party
youtube.com	VISITOR_PRIVACY_METADATA, VISITOR_INFO1_LIVE, __Secure-xxxxxxx	Third Party
www.google.com	_GRECAPTCHA	Third Party

Social Media Cookies

These cookies are set by a range of social media services that we have added to the site to enable you to share our content with your friends and networks. They are capable of tracking your browser across other sites and building up a profile of your interests. This may impact the content and messages you see on other websites you visit. If you do not allow these cookies you may not be able to use or see these sharing tools.
Cookie details

Cookie Subgroup	Cookies	Cookies used
youtube.com	YSC	Third Party

Understanding email deliverability

In this guide, you will find:

Unpack the complexities of landing in the inbox

See more guides

Migrating from Bird to Mailgun Email API Guide

Why email is the secret to a stronger retail supply chain

The Mailgun guide to email security and compliance

See what you can accomplish with the world's best email delivery platform.

It's easy to get started.