Boosting Your Inbox Reach: The Power of Email Deliverability Tools
Discover the power of essential email deliverability tools that ensure your messages reach the inbox. Learn what you need to apply!
Campaign Refinery Team
Email Marketing Experts
What you'll learn
Email marketers spend a lot of time preparing the perfect email campaign and tracking email open rates and click-through rates (CTR) to measure success. But what about your email deliverability rates?
Are your messages actually reaching your intended recipients?
Inboxing is a challenge that many marketers struggle with, and it is this issue that email deliverability tools can help solve — everyone wants the best deliverability email marketing campaigns.
Deliverability tools offer an indispensable arsenal for businesses and marketers to optimize different types of email campaigns. Such tools can help messages land in inboxes and not spam folders.
Using these tools will elevate your inboxing skills and give you superb insight into content creation for email campaigns. Join us as we explore what email deliverability tools are, what essential features to seek in one, and what email deliverability solutions they offer.
Email Deliverability Explained
Email deliverability is the ability of an email message to successfully reach your subscribers’ inboxes without being flagged as spam or landing in a junk folder.
It is presumably the most critical aspect of email marketing, as the primary goal of sending emails is to ensure the message actually reaches the intended recipient before they can read it.
Let’s understand the main factors that impact email deliverability:
- Email sender reputation: Your sender reputation, which includes the reputation of your email ̛IP address as well as domain reputation, plays a significant role in email deliverability. ESPs and mail services assess it to determine whether your email should be delivered to the inbox or filtered as spam.
- Email authentication: Implementing authentication protocols like SPF (Sender Policy Framework), DKIM (DomainKeys Identified Mail), and DMARC (Domain-based Message Authentication, Reporting, and Conformance) can help verify your authenticity and reduce incidents of email spoofing.
- Email engagement: Your email content and the level of engagement it receives matters. Irrelevant, poorly formatted, or excessively promotional content can trigger spam filters.
- Email list hygiene: Maintaining a clean email list is crucial. Besides cleaning your lists, you should segment them and use an email segmentation strategy to make your emails more relevant to subscribers. This translates to better engagement, which then gets you better deliverability.
- Sending spam emails: High numbers of recipients marking your emails as spam can negatively impact your sender reputation and email deliverability. It’s important to provide a one-click unsubscribe option and honor such requests promptly.
- Email bounce rates: A high rate of bounced emails, whether due to invalid email addresses or other issues, can affect your deliverability in the future.
- Frequency and consistency: Sending emails too frequently or inconsistently can lead to deliverability problems. Spread it out and be patient!
- Compliance with CAN-SPAM and GDPR: Adhering to email marketing regulations is essential for email deliverability. As a bonus, it helps build trust with your subscribers.
To maintain good email deliverability, you need to monitor and improve these factors, stay informed about industry best practices and changes in email technology, and use email deliverability tools.
What are Email Deliverability Tools?
Email deliverability tools are software applications or services that help email marketers and senders optimize their email campaigns.
These tools help ensure their messages are successfully delivered to recipients’ inboxes. They provide a range of features to improve the chances of emails being delivered and opened while avoiding being classified as spam.
Email deliverability tools are invaluable for email marketers seeking to maintain high deliverability rates. Navigating the world of email marketing gets a whole lot easier with such aids.
Below, we explain how.
Why You Need Email Deliverability Tools
Email deliverability tools can be highly beneficial for organizations, businesses, and email marketers, but whether you need them depends on the size of your email marketing efforts, your goals, and your level of expertise.
Here are the 6 biggest reasons to utilize them:
- Your outgoing email volume is high.
- You are concerned about sender reputation — deliverability tools can assist in diagnosing problems.
- You want to run complex campaigns and need email A/B testing.
- You struggle with maintaining email lists, including identifying and removing inactive or invalid email addresses. In such scenarios, deliverability tools can automate and streamline these processes.
- You want to know where your emails are landing (inbox, spam folder, etc.).
- You want to adopt best practices. These tools continually remind you about best practices until they become second nature.
If your email marketing efforts are relatively small and straightforward, you might not need sophisticated email deliverability tools. But if you’re still struggling with inboxing, we share instructions on choosing a deliverability platform below — read on to see how to find the best email marketing deliverability tool.
How to Choose an Email Deliverability Platform
It can seem tricky when you shortlist a bunch of deliverability tools/platforms. The email deliverability tool market is crowded — on the surface, they all seem similar.
There are plenty of deliverability tools promising you everything under the sun but yield weak results.
If you’d rather improve email deliverability the old-fashioned way, we have shared instructions below.
How to Improve Your Email Deliverability Without Tools
At Campaign Refinery, we love email best practices.
We built this email platform keeping deliverability in mind; it’s one of our best features, besides our incredible engagement rates.
As the experts on inboxing, here are must-do guidelines to follow if you want to improve email deliverability.
- Maintain a clean email list: Regularly clean your email list by removing inactive and invalid email addresses. Implement a double opt-in method to ensure subscribers’ interest and accuracy of email addresses.
- Segment your lists: Segment your email list based on recipient preferences, behavior, or demographics. Send targeted and relevant content to specific customer segments.
- Implement authentication protocols: Adding authentication protocols to your email domain validates your identity to mailbox providers.
- Quality content: Create valuable, relevant, and engaging email content that recipients want to open and read. Focus on content and design excellence to avoid spam triggers.
- Maintain consistency: Be consistent in your sending frequency and timing to establish familiarity and trust with recipients.
- Feedback loops are your friend: Set up feedback loops with mail services to receive notifications when recipients mark your emails as spam. Remove such recipients from your list promptly.
- Check for blacklisting: Regularly check whether your IP address or domain is listed on email blacklists. If listed, follow delisting procedures.
- Engagement tracking: Track email campaign metrics. Remove or re-engage inactive subscribers using win-back emails.
- Regulatory compliance: Comply with email marketing regulations and laws, such as CAN-SPAM or GDPR.
- Warm up first: If you’re sending emails from a new IP address, warm up your email domain by gradually increasing your sending volume.
Note: As your email campaigns become more complex, email deliverability becomes more challenging. At that point, free email deliverability tools won’t be good enough, but email deliverability tests can help you during this stage.
5 Best Email Deliverability Tools
If you want to be with the best email services platform on the internet, Campaign Refinery is the correct answer. However, there are a few popular options we can discuss here, along with their pros and cons.
1. MailTester
MailTester allows you to check the “spamminess” of your email by sending it to a test address, providing a score and feedback on potential issues before your main send. It acts as a quick and simlpe email deliverability monitoring tool.
Pros:
- Easy to use and navigate.
- Provides comprehensive results on the deliverability of your emails.
Cons:
- Not as accurate as some other email deliverability testing tools.
- Can be time-consuming to test large lists of email addresses.
2. Folderly
Folderly is an email deliverability solution designed to help emails land in the primary inbox by identifying and fixing issues related to technical setup and sender reputation.
Pros:
- Comprehensive all-in-one email deliverability platform.
- Good customer support.
Cons:
- Can be expensive for small businesses.
- Some users have reported issues with the accuracy of the reports.
3. Mailshake
Primarily a sales engagement and cold outreach tool, Mailshake includes features focused on sending emails at scale and managing sequences, with considerations for deliverability within that context.
Pros:
- Affordable email deliverability and sales engagement platform.
- Offers a range of features, including email warm-up services and comprehensive analytics.
Cons:
- Some users have reported issues with the reliability of the email warm-up service.
- Limited features for email deliverability monitoring and analysis.
4. GlockApps
GlockApps is useful for email deliverability tracking, offering a suite of testing tools. These features allow users to see where their emails land across different mailbox providers and how they perform. It also helps diagnose potential filtering or blocking problems.
Pros:
- Affordable and easy-to-use email deliverability tool.
- Offers a range of features, including email spam testing, reputation monitoring, and blacklisting. alerts
Cons:
- Limited features for email content analysis and inbox placement testing.
- Reports can be difficult to interpret.
5. MailReach
MailReach primarily functions as an email warm-up service. It aims to build sender reputation and improve inbox placement by automating positive interactions with mailbox providers. It can be used as an email reputation tool.
Pros:
- Provides detailed reports and insights.
- Good customer support.
Cons:
- Limited features for email content analysis and warm-up services.
- Reports can be difficult to interpret.
6. Campaign Refinery
Campaign Refinery is the #1 email deliverability platform in the email industry, outperforming far more popular peers. We consider ourselves a high deliverability email tool.
Pros:
- Tested and tried integrated policies that ensure maximum deliverability
- A range of unique features such as gamification, automatic list cleaning, and evergreen flash sales to get the client’s engagement rates to peak
- Constant expert support
- Clean UI and easy navigation
- Practical Campaign Library
- Best deliverability results on the market, fast.
Cons:
- We are exclusive. You must apply to become a client; if you make it, sky is the limit!
As you can see, different deliverability tools have their own strengths and weaknesses. It is up to you to decide which combination works best for you.
FAQ
What is a Good Email Deliverability Rate?
A good email deliverability rate generally means achieving an inbox placement rate of 98% or higher, though acceptable benchmarks can vary by industry and email type.
What is Email Deliverability?
Email deliverability is the measure of successfully getting your emails into recipients’ main inboxes, rather than being blocked by ISPs or filtered into spam folders.
How Do You Measure Email Deliverability?
Email deliverability is best measured by inbox placement rate using seed list testing tools, supplemented by monitoring metrics like delivery rate, bounce rate, spam complaint rate, and engagement signals.
What Are the Best Inbox Placement Tools?
Popular and effective inbox placement tools include Campaign Refinery, GlockApps, Folderly, Validity (Everest), and MailReach.