Email marketing continues to be a critical component of any successful marketing strategy. Hence, ensuring that your emails reach the intended recipients’ inboxes has become more challenging than ever.
Also, with ever-evolving spam filters, changing email client settings, and stricter regulations, testing email deliverability has become a crucial step for email marketers to ensure their messages are not lost in the sea of spam.
But how do you test email deliverability?
In this post, we will explore the same and also look at some tips to improve your email deliverability.
So, let’s get to the point.
How to test email deliverability?
Considering how important email deliverability is to the success of your email campaigns, the need to regularly monitor email deliverability becomes quite obvious.
So how can you go about testing the deliverability of your emails? Which factors would need to be tested and do we have any tools available to test them?
Regularly monitor email opening rates
The simplest thing that you can (and must) do to check email deliverability is to regularly monitor the opening rates for your email campaigns.
Since we cannot track how many emails reach INBOX, the next best thing that we can measure is – how many emails are getting opened. Email outreach tools like safemailer, will provide you detailed analytics of how many emails are getting opened and who are opening them.
Track these numbers on regular basis to ensure they are steady. Stable opening rates will indicate that your email deliverability and sender reputation is also stable.
The moment you see any significant drop in email opening rates, you can use any of the following tools to check the deliverability, spam score and sender score of your emails.
Tools to check email deliverability
This is our favorite tool to check the deliverability and sender reputation for our email campaigns at SafeMailer.
Created by geeky email software engineers, it’s a cheap, simple, and efficient way to quickly test the quality of your newsletter.
MailTester will analyze your message, mail server & sending IP. It will then generate a detailed report of what’s configured properly and what’s not. Your result will be accessible for 7 days with the free version, or for 30 days if you choose a paid plan and create an account.
If you occasionally perform manual tests, you can access their web-interface for free, without even creating an account.
They offer a free email deliverability test. You just need to sign up & add the unique email address provided by them to your mailing list for real time deliverability testing.
They first advise any correction of your sending infrastructure, then they check your content & give you a final score.
There is no limit to the number of email tests you can send to SendForensics to test, so it is not an issue to test every single campaign prior to launch to maximize the deliverability.
It shows you delivery results in real-time for each seed list account. A seed list is a test ID and a list of email addresses across the top ISPs – Gmail, Hotmail, Outlook, Yahoo, AOL, and others.
You can see whether your email has landed in the Inbox, Spam folder, Promotional/Social tabs, or was never delivered.
GlockApps Bounce Monitor, a tool that tracks bounced emails & collects all the analytics, can be integrated with Amazon SES, SparkPost, SendGrid, and Mailgun.
4. Other tools – MX Toolbox, SpamCheck etc.
There are a few more tools which will help you check the technical aspects of deliverability of your emails. These may be useful when you are operating at scale and want to take care of all technical aspects of email deliverability and not just cold email automation.
Here’s a more detailed list of tools that you can use to test email deliverability for your email outreach campaigns.
Simple tips to improve email deliverability
- Never buy a mailing lists. You don’t know of the quality or authenticity of these emails and you will end up with too many bounced emails.
- Set up separate domain and email addresses for marketing purposes. You minimize the risk of damaging your main domain reputation, in case your emails get marked as spam.
- Avoid sending bulk email blasts. They increase the chance of getting filtered by ISPs.
- Invest more time and thought in writing emails that your audience will find interesting. Otherwise, what’s even the point of sending those emails anyway?
- Take care to avoid certain spam trigger words and phrases in your email copy.
These tips can help you improve the deliverability of your emails. However, you will also need to test it on a regular basis to ensure it doesn’t slip.
Q. What factors affect email deliverability?
A: Several factors can affect email deliverability, including the content of the email, sender reputation, email authentication, email list hygiene, and subscriber engagement.
Q. What is a sender reputation, and how does it affect email deliverability?
A: A sender reputation is a score that internet service providers (ISPs) and email filters use to determine whether an email is spammy or not. The sender reputation is based on various factors, such as the email volume, bounce rate, spam complaints, and engagement rate. A good sender reputation can help improve email deliverability, while a poor reputation can cause emails to be marked as spam or blocked entirely.
Q. What should I do if my emails are not getting delivered to the inbox?
A: If your emails are not getting delivered to the inbox, you can check your sender reputation, email authentication, and email content to see if there are any issues. You can also contact your email service provider or the recipient’s email service provider to resolve any deliverability issues. Additionally, you can try segmenting your email list, improving your email content, and cleaning your email list to improve deliverability.