Email Deliverability Tools
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What are Email Deliverability Tools?
Email deliverability tools help businesses, especially sales and marketing teams, track email sends and optimize email campaigns to improve deliverability rates and inbox placement. Ensuring that emails are getting delivered in the first place (i.e. not ending up in spam folders) and delivering them during the best time windows is critical for teams that rely on bulk email sending. The primary goal email deliverability tools help businesses achieve is optimizing their emails and campaigns to help increase their deliverability rate, open rates, and conversion rates.
Many email deliverability tools provide features like email templates and other forms of creative guidance, as well as recipient validation to prevent errors like sending emails to non-existent mailboxes. They also provide "in-flight" analysis, which tracks bounce rate and email engagement. While campaigns are ongoing, email deliverability tools may provide intelligence including campaign metrics, as well as email sender reputation or DMARC reporting.
Email deliverability software often integrates with email marketing and email testing software. Some more comprehensive email marketing or marketing automation platforms may include email deliverability testing and inbox placement optimization capabilities.
Email Deliverability Tool Features
The core capabilities of email deliverability tools include:
- Email address verification
- Inbox placement testing
- DMARC analytics
- IP blacklist monitoring
- Email deliverability reporting on:
- delivery rate
- Bounce rate (both hard and soft bounces)
- open rate
- click-through rate
- forwards
- Unsubscribes
- complaints
- inbox placement rate
- spam placement rate
- Deliverability alerts
Some products offer additional or more advanced features such as:
- Advanced Black/White-list Monitoring
- Reputation reporting
- Email content testing and optimization
- Email previewing
Email Deliverability Tool Comparison
Before deciding to purchase an email deliverability tool, consider what type of tool you need. For example, are you looking for a free email deliverability tool that will allow you to test for the basics? Or are you searching for a more comprehensive email deliverability or testing platform that allows you to analyze multiple email deliverability metrics?
There are plenty of free email deliverability tools available if you’re looking for the former, including MXtoolbox, MailTester, and SendForensics. Many of these tools include paid plans that provide additional features or allow users to test a larger number of emails.
More comprehensive email deliverability and testing platforms provide more features, but typically cost more than simpler products (and definitely more than free products!). Some examples of more comprehensive platforms include:
Start an email deliverability tool comparison here.
Pricing Information
There are several free email deliverability testing tools available. They typically offer a simple deliverability score rating or spam testing. Examples of free tools include:
Paid tools typically include more features and allow users to test a large volume of emails. Some products charge by the number of emails, charging anywhere from $0.004 to $0.0002 per email (cost per email decreases for larger volumes of emails). Other products charge per month or year for a given set of features. The cost per month can range from $40/mo. up to $400/mo.
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Frequently Asked Questions
What do email deliverability testing tools do?
Email deliverability tools allow users to track the deliverability rates for their emails to make sure they’re actually ending up in recipients’ inboxes. Many email deliverability products offer spam testing, inbox placement testing, DMARC analytics, IP blacklist monitoring, and deliverability reporting that covers common metrics like:
- delivery rate
- bounces
- opens
- clicks
- forwards
- unsubscribes
What affects email deliverability?
Broadly speaking, multiple things can impact the deliverability of your emails and user engagement with them. Having a lower email bounce rate, no blacklists, and few or no email complaints helps improve the reputation of you as an email sender. Having a higher reputation can increase the chances of your emails being delivered correctly.
Making sure you validate the email list you’re sending to first can also help boost deliverability scores. The structure of your emails themselves and the content they contain can have a large impact on email engagement as well (though they have less impact on deliverability metrics like deliverability rate and bounce rate). A/B testing your emails is a great way to optimize the content of your emails.
What are the best email deliverability tools?
According to end-user feedback on TrustRadius, some of the most popular email deliverability tools (ranked by the number of reviews the have) are:
Visit TrustRadius’ email deliverability tools and email testing tools categories for more information on what type of features these tools typically include.