You invest so much time and effort into creating emails that drive brand awareness, engage subscribers and encourage your audience to take action and convert. But if your email never hits the inbox, all that hard work can be for nothing.

While email deliverability can be a bit of a mystery, understanding some of the more technical terms that play into it can make it a little less daunting.

To help, Litmus created this cheat sheet of 33 deliverability-related terms covering the basics, sender reputation, authentication & structure, subscriber behavior & engagement, and – most importantly – tracking performance. Because the more you know, the more empowered you are as an email marketer.


Litmus is an all-in-one email marketing solution that enables your entire team to send error-free emails and drive immediate impact—regardless of their technical coding knowledge. In today’s zero patience economy when consumers are bombarded with thousands of ads and emails each day, your message can cut through the clutter and rise above the rest. 

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