Summary
A variety of tools and strategies are available for inbox placement testing. Commercial tools like GlockApps, Everest/Validity, MailMonitor, and Litmus offer comprehensive analyses, while Mailtrap and ZeroBounce focus on server health and list hygiene. Free options such as mail-tester.com and manual checks are also suggested. Experts emphasize monitoring blocklist status, engaging with feedback loops, and using dedicated IPs. Seed list testing is a common method, but combining it with real user engagement data is crucial, as seed lists don't fully mimic user behavior. Maintaining a strong sender reputation, proper authentication, and following Gmail's guidelines are essential for optimal inbox placement.
Key findings
- Tool Variety: Both paid and free tools are available, catering to different needs and budgets. GlockApps and Everest/Validity are frequently mentioned as comprehensive solutions.
- Seed List Testing: Seed lists are a valuable method for testing inbox placement, but their limitations necessitate supplementing them with real user data.
- Sender Reputation: Maintaining a strong sender reputation through monitoring blocklists, engaging with feedback loops, and using dedicated IPs is crucial.
- User Engagement: Analyzing how real users interact with emails provides valuable insights that seed lists cannot replicate.
- Authentication: Proper authentication (SPF, DKIM, DMARC) is essential for improving deliverability.
Key considerations
- Budget: Consider the cost of different tools, balancing features with affordability.
- Comprehensive Approach: Implement a comprehensive deliverability strategy that includes tool usage, monitoring, and engagement analysis.
- Data Integration: Combine data from various sources, including seed lists, user engagement metrics, and Google Postmaster Tools, for a holistic view.
- Adaptability: Continuously adapt your strategy based on performance data and changes in email provider guidelines.
- Real user focus: Prioritise real users instead of seed lists to improve deliverability.
What email marketers say
15 marketer opinions
Various tools and strategies exist for inbox placement testing. Popular tools like GlockApps, Everest/Validity, MailMonitor, and Litmus offer comprehensive analyses of deliverability, spam filter triggers, and rendering issues. Mailtrap and ZeroBounce focus on server health, email list validation, and sender reputation. Community insights suggest combining free tools like mail-tester.com with paid services for a balanced approach, along with manual checks and in-house seed lists to understand user-specific interactions. Maintaining a strong IP reputation, using DKIM, and monitoring Google Postmaster Tools are also recommended.
Key opinions
- Tool Variety: A range of tools are available, from free services like mail-tester.com to comprehensive paid platforms like GlockApps, Everest/Validity, Litmus, and MailMonitor.
- Seed List Importance: Seed lists, both external and in-house, are valuable for identifying deliverability issues across different email providers.
- Sender Reputation: Maintaining a strong IP reputation, using DKIM, and engaging with feedback loops are crucial for optimal inbox placement.
- User Interaction: Understanding how users interact with emails is essential, particularly when using AI, making in-house seed lists a valuable resource.
- Cost Considerations: Solutions like Everest/Validity can be more costly than alternatives like GlockApps, so budget should be a factor in the choice.
Key considerations
- Budget: Consider the cost of different tools, balancing features with affordability.
- Data Integration: Integrate data from multiple sources, including seed lists, user engagement metrics, and postmaster tools, for a holistic view of deliverability.
- Reputation Monitoring: Actively monitor sender reputation and address any deliverability issues promptly.
- Accuracy of Seed Lists: Seed lists may not fully replicate user engagement. Consider real user engagement data.
- List Hygiene: Keep your email lists clean and validated to reduce bounce rates and improve sender reputation.
Marketer view
Marketer from Email Geeks explains that inbox testing can provide incomplete intelligence into actual on-the-ground performance and that seed list test results are just 'food for thought' as they don't factor in the 'second filter', which is how your own subscribers are engaging with your email historically. He finds them helpful to see how a global/general filter treats your email.
26 Oct 2022 - Email Geeks
Marketer view
Email marketer from Litmus Blog emphasizes that Litmus offers email testing and tracking features to monitor inbox placement, including identifying spam filter triggers and rendering issues across different email clients.
29 Jan 2022 - Litmus Blog
What the experts say
2 expert opinions
Experts emphasize proactive deliverability management for optimal inbox placement. Monitoring blocklist status, using dedicated IPs, and engaging with ISP feedback loops are crucial. It's essential to supplement seed list testing with real user engagement data, as seed lists alone don't fully represent user behavior.
Key opinions
- Proactive Monitoring: Consistently monitoring blocklist status and engaging with ISP feedback loops are critical for identifying and addressing deliverability issues.
- Seed List Limitations: Seed lists provide valuable data but do not fully mimic real user behavior, thus requiring supplementary engagement data.
- Importance of IPs: Using dedicated IPs help manage deliverability and sender reputation
Key considerations
- Comprehensive Approach: Implement a comprehensive deliverability strategy that includes both proactive monitoring and reactive adjustments based on user engagement.
- Data Integration: Combine seed list data with real user engagement metrics to obtain a more accurate picture of deliverability performance.
- Reputation Management: Prioritize maintaining a positive sender reputation to ensure consistent inbox placement.
Expert view
Expert from Word to the Wise (Laura Atkins) shares the caveat about using seedlists in that they don't fully mimic real users. Recommending combining seed list testing with real user engagement data to get a better picture of deliverability.
3 Jun 2022 - Word to the Wise
Expert view
Expert from Spamresource explains that consistently monitoring blocklist status, using a dedicated IP address, and engaging with feedback loops from ISPs are all critical components for identifying and addressing deliverability issues that can impact inbox placement. They stress the importance of a proactive approach to maintain a positive sender reputation.
4 Aug 2024 - Spamresource
What the documentation says
4 technical articles
Email service provider documentation highlights the importance of inbox placement testing. Seed lists are a common method to check deliverability across various providers. Tools like GlockApps and Litmus are suggested for assessing rates and identifying issues. Feedback loops, authentication protocols, and continuous monitoring are essential for high inbox placement. Google Postmaster Tools can help diagnose deliverability issues specifically for Gmail users, emphasizing the need to follow Gmail's guidelines.
Key findings
- Seed List Testing: Using seed lists to send test emails to different providers is a standard method for checking inbox placement.
- Tool Recommendations: GlockApps and Litmus are suggested as tools for assessing deliverability rates and identifying potential issues.
- Importance of Feedback Loops: Feedback loops are crucial for understanding how ISPs perceive your emails and addressing any concerns.
- Sender Reputation: Monitoring sender reputation, especially via Google Postmaster Tools for Gmail, is vital for diagnosing deliverability issues.
Key considerations
- Authentication: Ensure proper authentication protocols (SPF, DKIM, DMARC) are in place to improve deliverability.
- Continuous Monitoring: Continuously monitor inbox placement and adjust strategies based on performance data.
- Gmail Guidelines: Adhere to Gmail's sender guidelines to ensure optimal deliverability for Gmail users.
- Comprehensive Approach: Combine seed list testing with other deliverability best practices for a holistic approach.
Technical article
Documentation from SparkPost Resources recommends using seed list testing in conjunction with feedback loops and authentication protocols to ensure high inbox placement rates, highlighting the need for continuous monitoring and adjustments.
18 Dec 2023 - SparkPost Resources
Technical article
Documentation from SendGrid Docs outlines the importance of inbox placement testing and suggests tools like GlockApps and Litmus for assessing deliverability rates and identifying potential issues.
22 Jun 2023 - SendGrid Docs
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