Summary
Effective B2B email deliverability requires a multi-faceted approach involving seed list testing services, robust authentication, and continuous monitoring. Providers like Validity, eDataSource, Sinch, and Mailgun offer business seed lists, while tools like GlockApps, Mail-Tester, SendForensics, and MailMonitor are recommended for inbox placement testing and spam filter analysis. Litmus highlights the importance of pre-send testing. Seed list testing should be combined with feedback loops and continuous monitoring for best results. Proper implementation of SPF, DKIM, and DMARC protocols, along with maintaining good list hygiene and avoiding blacklists, are essential for a strong sending reputation. One-off tests and probe accounts may not provide actionable data, and organizations should use Enhanced Threat Reports (ETR) to troubleshoot deliverability issues with M365. Email validation and list cleaning tools are also useful.
Key findings
- Seed List Services: Validity, eDataSource, Sinch, Mailgun, GlockApps, Mail-Tester, SendForensics, and MailMonitor are highlighted as seed list providers and testing tools.
- Testing Methodologies: Pre-send testing (Litmus) and continuous monitoring are essential.
- Authentication: Proper SPF, DKIM, and DMARC implementation is critical.
- List Hygiene: Maintaining good list hygiene and avoiding blacklists are crucial.
- Troubleshooting: Enhanced Threat Reports (ETR) can help with M365 deliverability issues.
Key considerations
- Provider Selection: Evaluate seed list providers and testing tools based on specific B2B needs and target audience.
- Testing Frequency: Determine the appropriate testing frequency based on sending volume and program changes.
- Holistic Approach: Implement a comprehensive deliverability strategy that includes authentication, list management, and continuous monitoring.
- Data Interpretation: Be cautious about relying solely on one-off tests or probe accounts, as they may not provide accurate or actionable data.
- Compliance: Stay updated on best practices and evolving deliverability standards to ensure ongoing compliance.
What email marketers say
10 marketer opinions
Several tools and strategies are recommended for B2B email deliverability testing and improvement. GlockApps, Mail-Tester, SendForensics, and MailMonitor are highlighted for their seed list testing capabilities, which involve sending emails to a known list of addresses to track inbox placement across different ISPs. Litmus emphasizes pre-send testing with seed lists for validating deliverability and identifying issues before campaign launch. Maintaining good list hygiene, avoiding blacklists, and using email validation tools (like ZeroBounce) are crucial for a clean sending reputation. Implementing email authentication methods (SPF, DKIM, DMARC), consistent list management, and dedicated IPs are also important. Combining seed list testing with feedback loops and ongoing monitoring helps identify and address deliverability problems, ensuring emails reach their intended recipients.
Key opinions
- Seed List Tools: GlockApps, Mail-Tester, SendForensics, and MailMonitor are recommended for inbox placement testing using seed lists.
- Pre-Send Testing: Litmus emphasizes pre-send testing with seed lists to validate deliverability.
- List Hygiene: Maintaining good list hygiene and avoiding blacklists are crucial for a clean sending reputation.
- Authentication: Implementing email authentication methods (SPF, DKIM, DMARC) is important for deliverability.
- Feedback Loops: Combining seed list testing with feedback loops helps identify deliverability problems.
Key considerations
- Tool Selection: Evaluate the features and pricing of different seed list testing tools to find the best fit for your needs.
- Testing Frequency: Determine the appropriate frequency for seed list testing based on your sending volume and changes to your email program.
- List Management: Implement robust list management practices to ensure the quality and accuracy of your email lists.
- Authentication Setup: Properly configure SPF, DKIM, and DMARC to improve email authentication and deliverability.
- Ongoing Monitoring: Continuously monitor your sending reputation and deliverability metrics to identify and address any issues promptly.
Marketer view
Email marketer from Email Vendor Selection Guide shares the importance of avoiding email blacklists. It states that maintaining a clean sending reputation is critical and recommends using tools that monitor blacklists and alert you.
30 Aug 2023 - EmailVendorSelection.com
Marketer view
Email marketer from Litmus highlights the importance of pre-send testing which includes deliverability checks. Litmus confirms that these tests are critical to check inbox placement with seedlists, validate links and tracking and identify any problems before sending to real users.
4 Nov 2023 - Litmus
What the experts say
6 expert opinions
Several points are made regarding B2B seedlist services and deliverability. Validity, eDataSource, Sinch, and Mailgun are mentioned as providers of business seedlists. One-off tests are deemed less useful. It's highlighted that each organization configures filters uniquely, making probe accounts less actionable. B2B probe accounts aren't located at businesses. Maintaining good list hygiene helps to avoid spam traps. Authentication and reputation are vital for B2B deliverability, especially with Microsoft 365.
Key opinions
- Seedlist Providers: Validity, eDataSource, Sinch, and Mailgun offer business seedlists.
- One-Off Tests: One-off deliverability tests may not provide actionable data.
- Filter Configuration: Each organization uniquely configures its email filters.
- Probe Account Location: B2B probe accounts are not located at actual business locations.
- Authentication Importance: Authentication and sender reputation are critical for B2B email delivery.
Key considerations
- Provider Choice: Evaluate seedlist providers based on your specific needs and target audience.
- Testing Strategy: Consider the value of ongoing vs. one-off testing based on your requirements.
- Filter Variability: Recognize that email filters vary across organizations, impacting deliverability.
- List Hygiene: Implement and maintain robust list hygiene practices.
- Authentication Setup: Prioritize the setup and maintenance of proper email authentication (SPF, DKIM, DMARC).
Expert view
Expert from Email Geeks suggests that one-off tests are not very useful and don't provide actionable data.
7 Apr 2025 - Email Geeks
Expert view
Expert from Email Geeks explains each organization configures filters to meet their specific needs, and probe accounts aren't very useful and don't provide actionable data.
20 Jan 2022 - Email Geeks
What the documentation says
4 technical articles
Email deliverability can be improved through inbox placement testing and robust authentication methods. Mailjet highlights inbox placement testing via seed lists for evaluating email landing spots and campaign optimization. GlockApps utilizes seed lists to monitor deliverability, identifying potential issues through comprehensive reports. RFC editor details the importance of SPF, DKIM, and DMARC for improving deliverability and preventing spoofing. Microsoft suggests using Enhanced Threat Reports (ETR) to troubleshoot deliverability issues with M365 accounts.
Key findings
- Inbox Placement Testing: Mailjet and GlockApps use seed lists to evaluate email landing spots and monitor deliverability.
- Email Authentication: RFC editor highlights the importance of SPF, DKIM, and DMARC for improved deliverability and security.
- M365 Troubleshooting: Microsoft suggests using Enhanced Threat Reports (ETR) to troubleshoot deliverability with M365 accounts.
Key considerations
- Seed List Strategy: Carefully plan your seed list and testing methodology to gain actionable insights.
- Authentication Implementation: Ensure proper configuration and maintenance of SPF, DKIM, and DMARC records.
- M365 Analysis: Regularly review ETR reports to identify and address deliverability issues within Microsoft 365.
Technical article
Documentation from RFC editor details the importance of email authentication methods such as SPF, DKIM, and DMARC. It shares that implementing these protocols is crucial for improving email deliverability and preventing spoofing and phishing attacks. They shares that SPF, DKIM and DMARC are key for inbox placement.
26 Mar 2025 - RFC-Editor.org
Technical article
Documentation from Mailjet explains inbox placement testing as a method to evaluate where your emails land by sending test emails to a seed list and analyzing the results. They share that it provides insights into deliverability issues and helps optimize email campaigns.
20 May 2025 - Mailjet
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How often should email seed tests be performed for inbox placement monitoring?
How valuable are seed lists for email marketing and what are their limitations?
