Boosting Your Inbox Reach: The Power of Email Deliverability Tools
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.
Common functions of email deliverability tools include:
- Spam testing: Deliverability tools also offer built-in spam testing. This allows you to test your emails and identify and address any issues.
- Deliverability monitoring: They track your email deliverability rates over time, offering you insight into which emails land in the inbox and which end up as spam.
- Authentication: Email deliverability tools often analyze authentication protocols like SPF, DKIM, and DMARC to verify your identity and ensure proper authentication setup.
- Sender reputation monitoring: Some tools offer sender reputation monitoring, helping you understand your reputation with ESPs. For example, we will shortly include Google Postmaster Tools directly into the Campaign Refinery dashboard.
- List quality checks: They assist in maintaining a clean and engaged email list by identifying and removing invalid or unengaged email addresses. At Campaign Refinery, our clients enjoy the benefits of the list-cleaning feature, which automatically removes invalid emails.
- Compliance: They assist senders in complying with email marketing regulations and standards, such as CAN-SPAM and GDPR, to avoid legal issues and improve deliverability.
- Email analytics: Many tools provide detailed analytics and reporting on email performance, including open rates, click-through rates, and other stats, helping senders make data-driven decisions.
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.
Here’s a quick guide to help you narrow down the list and pick the best email deliverability software:
- It fits your budget: You wouldn’t hire an 18-wheeler freight train to drive to work, would you? Pick a deliverability tool that is budget-friendly and yet offers excellent results. At Campaign Refinery, we kept this in mind while creating our tiers, with the base plan starting at just $99 per month. Campaign Refinery pricing is email marketer-friendly.
- Enforces best practices: In the long run, teaming up with an ESP that indulges in shady practices can affect your sender reputation as well as your brand reputation. This is why we are extra careful about who we onboard at Campaign Refinery. We only work with the best email marketers, and the outcome is stellar — at a 76.37% open rate and a 72.76% click rate, our engagement is through the roof!
- It puts your sender reputation above all else: A good email platform will offer tools to help you monitor and improve your sender reputation. At Campaign Refinery, we greatly value sender reputation — so much that we built our platform around it!
- Priority on compliance and authentication: Compliance with emailing regulations and following security protocols is a must for great deliverability. This is exactly why we insist our customers implement SPF, DKIM, and DMARC protocols on their domains.
- Strong analytics suite: Analytics lets you know what your customers think of you. It is your compass, and we built one heck of a compass for our clients! Our analytical tools will let you make data-driven decisions with confidence.
- Automation features: Simple yet powerful email marketing automation can sending campaigns a breeze. That’s why we ensured Campaign Refinery has the best email sequence editor, to make life easier for our clients.
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.
Campaign Refinery Versus the Competition
Let’s run an email marketing deliverability comparison between these tools:
| * | Campaign Refinery | MailTester | Folderly | MailShake | GlockApps | MailReach |
|---|---|---|---|---|---|---|
| Price per month (Base) | $99 | $39 | $120 | $58 | $85 | $25 |
| Contacts Limit | Unlimited | 5,000 | ❌ | 5,000 | ❌ | Unlimited |
| Automated list cleaning | ✅ | ❌ | ❌ | ❌ | ❌ | ❌ |
| Email Limit | 50,000 | 5,000 | ❌ | 5,000 | 50,000 | 2,700 |
| Gamification features | ✅ | ❌ | ❌ | ❌ | ❌ | ❌ |
| Evergreen flash sales | ✅ | ❌ | ❌ | ❌ | ❌ | ❌ |
| Blacklist monitoring | ✅ | ✅ | ✅ | ✅ | ✅ | ✅ |
| SPF, DKIM, DMARC monitoring | ✅ | ✅ | ✅ | ✅ | Only DMARC | ✅ |
At Campaign Refinery, our goal is to not just offer quantity, but quality. We pride ourselves on offering value and delivering on every single promise we make to our customers. And they love us for it! Check out these testimonials:
“We struggled for years to make email work for our sales team. Campaign Refinery powered our email from $0 to $3.6m in the first 12 months.”
– Cale Own, GymLaunch
“An amazing platform! I love that I’m basically guaranteed to inbox. In fact, not inboxing is a thing of the past.”
– Stefan Ciacncio, Webinarkit
Inboxing is our specialty, and if you want to achieve rates of deliverability that you have only dreamed of, you should apply to become a client today!
Campaign Refinery is the Best Email Deliverability Service
At Campaign Refinery, we understand that effective email marketing begins with exceptional deliverability. Our platform is designed to ensure your messages reach the right inboxes every time.
With a commitment to maximizing email deliverability, here’s what makes us the best email deliverability software.
Sender Reputation Management
We understand the value of a strong sender reputation.
At Campaign Refinery, you get insights and recommendations to help you maintain and improve your sender reputation with major email service providers, enhancing your email marketing success.
We are also really excited to introduce Google Postmaster Tools to our dashboard soon, which will give you a deeper understanding of the performance of emails sent to your Gmail subscribers.
Email List Quality
Campaign Refinery empowers you to keep your email list clean and engaged.
We offer our clients automated list-cleaning, which identifies and removes invalid and inactive email addresses, as well as spam traps. This is another way that we protect our customers’ sender reputation.
Best Practices
There’s a reason we’re the best — our standards are high.
As the best, we only work with the best, which means that all email practices that we have learned over the years are shared with our clients, who then implement them.
Email Authentication
We make it easy to set up and maintain authentication protocols like SPF, DKIM, and DMARC to verify your identity and ensure that your emails are trusted by recipient servers.
Email Gamification
Email gamification is a great way to get superior email engagement metrics from your campaigns. We loved it so we added it to our platform — unlock superior stats with this feature!
Compliance Expertise
We guide you in adhering to email marketing regulations, reducing the risk of legal issues, and maintaining strong deliverability.
Customer Support
With Campaign Refinery support, you’re in good hands. We provide dedicated customer support and expertise to assist you with any deliverability challenges and answer your questions promptly.
At Campaign Refinery, we are committed to delivering not just emails, but excellent results. Our focus on best-in-class email deliverability ensures the impact of your email marketing campaigns is at its best.
The Inbox Formula: Decades of Industry Experience Packed Into One Book
More than a tool, it is email best practices, a great strategy, and a top-notch email platform that assures the best deliverability rates.
You already know which email platform is best; but what about strategy and email practices?
Today, we have for you a FREE email deliverability tool that will help you revolutionize your email practices and strategies.
Presenting The Inbox Formula.
The Inbox Formula is a guidebook written by our founder, Travis Ketchum, and it includes all the wisdom you’d expect from an email expert who has been in this industry for decades. With this book, you will witness deliverability like never before.
Don’t wait to take your campaigns to the next level; download The Inbox Formula today!
Happy emailing!
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.
