What is email deliverability? Let’s start here.
It is the rate at which emails successfully end up in the inbox. When sending individual emails to one or a few recipients, the likelihood of your email landing in the inbox is much higher. On the other hand, when you are sending bulk emails to a big list of recipients, the chances of your emails not reaching their final destination are higher.
Imagine you have spent hours crafting the perfect email with the most attention-grabbing subject line. But somehow it ended up in spam.
And you didn’t necessarily do anything wrong. There might be technical issues connected with your email deliverability. Luckily, there are lots of email deliverability tools that will help you with analyzing and improving your email deliverability.
We’ve got you covered by offering seven email deliverability tools. Let’s have a look at them and discuss the possible factors affecting your email deliverability.
What Factors Affect Your Email Deliverability?
Before we have a detailed look at the email deliverability tools, it is important to understand what factors affect email deliverability in general and why some emails end up in the inbox while others don’t.
Since spam emails take up almost half of the worldwide emails sent, it is important to identify and eliminate these factors before actually starting your email campaign in order not to fail it.
Image Source: Freepik
According to Mailmodo’s spam statistics, in December 2024, spam messages accounted for more than 46.8% of email traffic. Interestingly, the most common type of spam is marketing/advertising emails, which account for nearly 36% of all spam emails.
Internet Service Providers (ISPs) usually take into consideration the following factors:
- Sender’s reputation: Your domain name, sending IP address and email content play an important role in identifying your sender reputation. Email providers such as Gmail or Outlook pay special attention to these when deciding whether the email is spam or not.
- Email content: If your email contains spam words, too many links, websites or images, it can be flagged as spam. Therefore, make sure to craft a solid email content that will not harm its deliverability. Pay special attention to the email subject line as well. Keep it short (within 60 characters) and personalized.
- Email list quality: Since you are sending out emails to a big list of recipients, it is important to make sure that the email addresses are verified, valid and active and emails don’t bounce back too often.
- Email engagement: Email providers are also tracking your email engagement, namely how recipients usually interact with your email. Low open rates, high reports or unsubscriptions are being considered to decide your sender reputation.
- Email sending frequency: If you send too many emails within short time intervals, your emails can be triggered by spam filters and your sender reputation can be harmed. Moreover, it can result in high unsubscribe rates as well as frequent bounce rates if the email addresses are not properly checked. Make sure to form a reasonable email outreach calendar to keep it structured.
Before sending out your bulk emails, consider going through all the email authentication processes: SPF, DKIM and DMARC checks.
- SPF (Sender Policy Framework) checks will ensure that your emails are sent from a reliable server
- DKIM (DomainKeys Identified Mail) adds a digital signature to your email to verify that your email was sent from a verified source
- DMARC (Domain-Based Message Authentication, Reporting and Conformance) tells the email providers whether your email was sent from a credible source or not as well as it helps with reporting and handling emails coming from unauthorized sources.
Image Source: Freepik
7 Email Deliverability Tools: The Must-Have List
There are many email deliverability tools available that offer their specific features and pricing. We’ve taken up some of your research work for you and identified the seven most popular tools.
1. EasyDMARC
EasyDMARC is an email security and email deliverability platform that helps businesses with email authentication, security, and inbox placement.
- Core Features: Its main features include a managed DMARC, SPF and DKIM setup. EasyDMARC’s reputation monitoring track’s sender’s domain and IP addresses against blocklists. It also helps with reporting and troubleshooting email security and deliverability issues, sending instant alerts when IP addresses are blocklisted.
- Industries: Enterprises, finance and payments, government, healthcare, insurance, information security and education.
- Pricing: Pricing and features differ depending on the packages offered.
- Free plan: for personal use
- Plus: 35.99$/per month
- Premium: 71.99$/per month
- Enterprise: Custom pricing
2. GlockApps
GlockApps is a comprehensive email marketing tool for solving email deliverability and security issues for businesses worldwide.
- Core Features: GlockApps tests email deliverability across all major IPSs, analyzes your email content, sender reputation as well as recipient preferences to ensure your email lands in the inbox. It also helps with easy DMARC setup and monitoring, as well as instant issue alerts.
- Industries: Advertising and marketing, financial, IT, electrical and electronic manufacturing industries.
- Pricing: Pricing and features offered differ depending on the packages offered.
- Free plan: for personal use
- Essential: 59$/per month
- Growth: 99$/per month
- Enterprise: 129$/per month
3. ZeroBounce
ZeroBounce focuses on email deliverability by checking, cleaning and verifying your email lists. It eliminates invalid, risky or spam email addresses to make sure that your emails reach their destination.
- Core Features: ZeroBounce helps with cleaning and validating the email list through a bulk upload tool to reduce the email bounce rate. It also protects your email domain through multi-domain DMARC monitoring. ZeroBounce also provides tools such as email testing, email finder, email verifier, and email warmup tools.
- Industries: ZeroBounce is used by a wide range of industries such as e-commerce, travel and hospitality, real estate, healthcare and marketing.
- Pricing: Pricing and features offered differ depending on the packages offered.
- Freemium: Free
- Starter: 49$/per month
- Team: 99$/per month
- Pro: 249$/per month
4. MxToolbox
MxToolbox is another email deliverability service, which helps with providing a Managed Services approach to email delivery.
- Core Features (of paid plans): The platform checks your email campaign delivery to major Inbox Providers like Google. It provides feedback on how your recipients perceive your emails directly from Inbox Providers. MxToolbox also helps with expert recommendations and management tools for SPF, DKIM and DMARC (by monitoring your sender reputation through IP address and blocklisting checks)
- Industries: IT, cybersecurity, IT consulting, business services, media and internet, data collection and internet portals.
- Pricing: Pricing and features offered differ depending on the packages offered.
- Free
- Delivery center: 129$/per month
- Delivery center plus: 399$/per month
5. Folderly
Folderly helps with identifying, solving and preventing email deliverability issues. By offering expert consulting services, it also helps with comprehensive research to locate, identify and fix issues that affect your email deliverability.
- Core Features: Folderly tracks your email health through DNS (Domain Name System) records and content. It provides real-time alerts when your email lands in spam with actionable tips to improve inboxing rates. Also, with Folderly’s SPF and DMARC generators, you can generate valid records to secure your domain.
- Industries: Fintech, education, IT, apparel manufacturing, marketing & advertising, healthcare, and retail.
- Pricing: Pricing and features offered differ depending on the packages offered.
- Pulse: Free
- Inbox Insights: 79$/per month (free trial available)
- Folderly: 120$/per month
6. Mailtrap
Mailtrap is an email marketing platform that creates promotional emails and delivers them to inboxes. It offers a variety of email marketing products, including email templates, email analytics, free DMARC, DKIM, SPF record checkers, as well as IP and Domain blocklist checkers.
- Core Features: Mailtrap helps with email editing, crafting email templates, campaign scheduling, as well as actionable analytics on open, click, bounce, and spam rates.
- Industries: Software development, web development and SEO sectors.
- Pricing: Pricing and features offered differ depending on the packages offered.
- Free plan
- Basic: 15$/per month
- Business: 85$/per month
- Enterprise: 750$/per month
- Custom pricing plan
7. Validity Everest
Last but not least, Validity Everest is an email deliverability tool that helps with providing guidance and recommendations on improving email deliverability.
- Core Features: Core features of Validity Everest include delivering inbox placement insights, reputation monitoring, list validation, engagement analytics, email authentication, and checking email design and content.
- Industries: Industries that actively utilize this platform include SaaS, FinTech, MedTech, BioTech & life sciences, HealthTech, healthcare, education, and nonprofits.
- Pricing: Pricing and features offered differ depending on the packages offered.
- Elements: 20$/per month
- Elements Plus: 525$/per month
- Professional: Custom pricing
- Enterprise: Custom pricing
Final Thoughts
When your emails keep landing in the spam box, it can become a real headache to understand the reasons behind it.
The issues are not directly related to your email content but rather to behind-the-scenes factors such as sender reputation, email list quality, or domain security.
Luckily, the above-mentioned email deliverability tools will come to the rescue with core technical recommendations and actions, such as checking your sender’s reputation, setting up and managing DMARC, as well as reporting all the issues that may arise with your emails throughout the campaign period.
Therefore, make sure to make good use of your preferred email deliverability tools before conducting your email marketing campaign.
