How To Test Email Deliverability

Email deliverability is a crucial aspect of any successful email marketing campaign. If you’re wondering how to test email deliverability, we’ve got you covered. Testing the effectiveness of your emails reaching recipients’ inboxes ensures that your messages are not ending up in spam folders or being blocked by filters. In this article, we’ll explore some practical strategies and tools to help you evaluate and improve your email deliverability rates, giving you the best chance to connect with your audience effectively.

When it comes to testing email deliverability, there are several factors to consider. From monitoring bounce rates and analyzing engagement metrics to checking for blacklisting issues and conducting inbox placement tests – each step plays a vital role in ensuring your emails reach their intended destination successfully. By following our comprehensive guide on how to test email deliverability, you’ll gain valuable insights into the health of your email campaigns and be equipped with actionable tips for optimizing your delivery rates.

Remember, effective testing allows you to identify potential issues early on and make necessary adjustments before sending out large-scale campaigns. So let’s dive into the world of email deliverability testing and discover how it can enhance the success of your marketing efforts!

Understanding Email Deliverability

Email deliverability refers to the ability of an email to reach the recipients’ inbox successfully. It is a crucial aspect of any email marketing campaign, as even well-crafted emails can fail to generate results if they don’t make it to the intended audience. To ensure your emails are delivered effectively, it’s essential to understand the factors that influence email deliverability. Here are some key points:

  1. Sender Reputation: The reputation of your sending domain and IP address plays a vital role in determining whether your emails will be delivered or marked as spam. Maintaining a good sender reputation involves adhering to best practices such as avoiding spam traps, managing bounce rates, and respecting unsubscribe requests.

  2. Authentication Protocols: Implementing authentication protocols like SPF (Sender Policy Framework), DKIM (DomainKeys Identified Mail), and DMARC (Domain-based Message Authentication Reporting and Conformance) helps verify that you are a legitimate sender. These protocols not only improve deliverability but also protect against spoofing and phishing attacks.

  3. List Quality: Building and maintaining a clean email list is crucial for high deliverability rates. Regularly remove inactive or disengaged subscribers from your list to minimize bounces, complaints, and unsubscribes.

  4. Engagement Metrics: ISPs consider recipient engagement when deciding which emails should be delivered to the inbox or sent to the spam folder. Factors like open rates, click-through rates, reply rates, and time spent reading emails influence engagement metrics positively.

  5. Avoidance of Spam Triggers: Emails triggering common spam filters can harm deliverability rates significantly. Avoid using excessive capitalization or exclamation marks in subject lines; include an unsubscribe link; use relevant content; avoid misleading headers or deceptive tactics.

6 .Deliverability Testing Tools: Utilize various testing tools available online that simulate real-world conditions by checking how different ISPs handle your emails before launching a campaign. These tools help identify potential deliverability issues and allow you to make necessary adjustments.

Remember, maintaining good email deliverability is an ongoing process that requires continuous monitoring and optimization. By understanding the factors mentioned above and implementing best practices, you can increase the chances of your emails reaching the intended recipients’ inbox successfully.

Tools for Testing Email Deliverability

When it comes to testing email deliverability, there are several useful tools available. These tools can help you identify any issues that might be affecting the delivery of your emails and provide valuable insights for improving your overall deliverability rate. Here are some popular tools to consider:

  1. Mail Tester: This tool allows you to check the spam score of your emails by sending a test message to their designated address. It provides detailed analysis and recommendations on how to improve email deliverability.

  2. MX Toolbox: MX Toolbox is a comprehensive suite of diagnostic tools that includes an Email Blacklist Checker, SMTP Diagnostics, and SPF record tester. It helps detect potential problems with DNS configuration or blacklistings that may negatively impact email deliverability.

  3. Litmus: Litmus offers an excellent set of testing features including inbox previews across various email clients, device compatibility checks, and spam filter testing. It helps ensure consistent rendering across different platforms and maximizes deliverability.

  4. Postmark Spam Test: Postmark’s Spam Test evaluates your emails against major spam filters before they reach recipients’ inboxes. By identifying potential triggers that could lead to being marked as spam, this tool assists in optimizing your content for better deliverability rates.

  5. Sender Score: Sender Score measures the reputation of your IP address based on various factors like sender volume and complaint rates from ISPs (Internet Service Providers). A higher score indicates better reputation leading to improved chances of reaching the recipient’s inbox.

  6. GlockApps: GlockApps enables you to test the delivery and placement of your emails using multiple seed accounts across different ISPs worldwide while also providing feedback on authentication protocols such as SPF, DKIM, DMARC alignment.

Remember that these tools should be used in conjunction with other best practices like regularly monitoring bounce rates, keeping subscriber lists clean, segmenting audiences appropriately, ensuring opt-in compliance among others. By utilizing these tools and implementing best practices, you can optimize your email deliverability and achieve higher engagement rates with your audience.

Best Practices for Testing Email Deliverability

When testing email deliverability, it’s essential to follow best practices to ensure accurate results. Here are some recommended approaches:

  1. Establish a Test Account: Create a dedicated test account with a reputable email service provider (ESP) or use an internal testing server.

  2. Check Sender Authentication: Verify that your emails have proper sender authentication records (SPF, DKIM, and DMARC). These authentications help prevent spoofing and improve deliverability.

  3. Monitor Blacklists: Regularly check if your domain or IP address is listed on any email blacklists. Being flagged can significantly impact your deliverability rates.

  4. Test Different Email Clients: Send test messages to various popular email clients such as Gmail, Outlook, Yahoo Mail, and mobile devices to ensure consistent rendering across platforms.

  5. Evaluate Inbox Placement Rates: Monitor the percentage of emails landing in recipients’ primary inbox versus spam folders using seed list testing or inbox placement tools provided by ESPs.

  6. Segment Your Test Audience: Divide your recipient list into different segments based on factors like engagement level or user activity before conducting tests. This allows you to analyze how specific groups receive and interact with your emails differently.

  7. Measure Email Engagement Metrics: Track open rates, click-through rates (CTR), bounce rates, and unsubscribe rates during the tests to gauge overall performance accurately.

  8. Perform A/B Testing: Experiment with different subject lines, preheaders, sender names/email addresses, content variations, and call-to-action placements within small sample groups before sending out bulk campaigns.

  9. Monitor Sending Speeds: Gradually increase the volume of outgoing emails over time instead of sudden spikes which may trigger spam filters or ISP restrictions affecting deliverability negatively.

10 .Analyze Delivery Reports & Analytics: Review delivery reports from your ESP along with analytics data regularly to identify trends in performance, spot delivery issues, and make necessary adjustments.

By following these best practices for testing email deliverability, you can improve the chances of your emails reaching recipients’ inboxes successfully.


In conclusion, testing email deliverability is crucial for any successful email marketing campaign. By following the steps outlined in this article, you can ensure that your emails reach their intended recipients and avoid landing in spam folders.

Firstly, it is important to regularly monitor your sender reputation and maintain a good relationship with ISPs. Keep an eye on bounce rates and unsubscribe rates to identify any potential issues with your sending practices. Additionally, regularly clean your email list by removing inactive or invalid addresses to improve deliverability.

Secondly, performing regular inbox placement tests will give you valuable insights into how different ISPs handle your emails. This allows you to optimize your content and formatting accordingly, ensuring that your messages are displayed correctly across various platforms and devices.

By implementing these strategies and staying proactive in monitoring and improving deliverability, you can maximize the effectiveness of your email campaigns and boost engagement with your audience. Remember that delivering relevant content to engaged subscribers is key for achieving high open rates and conversions.

Investing time in testing email deliverability now will save you from potential headaches down the line while helping you build strong relationships with both ISPs and recipients alike.

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