Summary
Startups have a variety of deliverability monitoring platforms to choose from, each offering a unique set of features and capabilities. Free tools like Postmaster Tools and SNDS offer limited insights into Gmail and Microsoft-owned domains, while other platforms provide a broader, though still limited, view. The choice often boils down to price sensitivity and preferred reporting. Platforms are generally categorized into high-end (e.g., Validity Everest, Inbox Monster) and mid-tier (e.g., GlockApps, Kickbox, SendForensics) options. For transactional emails, Postmark is favored. Key features to look for include list verification (Kickbox), email health checks (Sendinblue), robust APIs and analytics (Mailgun), and seed testing (GlockApps). Analyzing open rates by domain, monitoring blocklists, and tracking recipient engagement are also crucial. Built-in tools within ESPs like SendGrid, Mailjet, and SparkPost also offer solutions. Recipient engagement provides the most accurate data when considering segmentation.
Key findings
- Platform Variety: A wide range of deliverability monitoring platforms are available, catering to different needs and budgets.
- Tiered Pricing: Platforms are often grouped into high-end and mid-tier options.
- Specific Use Cases: Postmark is recommended for transactional emails; Kickbox for list verification.
- Integrated Tools: Leading ESPs (SendGrid, Mailjet, SparkPost) offer built-in deliverability tools.
- Data Limitations: All reporting has limitations, recipient engagement provides the most accurate data.
- Seed Testing: Services such as GlockApps use seed testing to see the results of email campaigns.
- Monitoring Essentials: Blocklist monitoring and analysing the recipient interaction are important.
Key considerations
- Budget: Choose a platform that aligns with your startup's budget.
- Feature Requirements: Identify the specific features you need (e.g., list verification, health checks, APIs).
- Ease of Use: Select a platform that's user-friendly and easy to integrate into your existing workflow.
- Data Accuracy: Be aware of the limitations of different data sources and supplement them with engagement tracking.
- Actionable Insights: Ensure the platform provides actionable insights that enable you to improve deliverability.
- Recipient Monitoring: Track recipient activity for segmentation to help with customer engagement.
What email marketers say
11 marketer opinions
Several deliverability monitoring platforms are recommended for startups, each offering different features and focusing on various aspects of email deliverability. Some platforms, like Validity Everest and Inbox Monster, are considered high-end options, while others, such as GlockApps, Kickbox, and SendForensics, are mid-tier. Mailjet provides a user-friendly option for startups seeking to consolidate their email marketing efforts. For transactional emails, Postmark is recommended due to its emphasis on deliverability and speed. Kickbox is particularly useful for verifying email list validity. Sendinblue offers a built-in email health check feature, and Mailgun provides a robust API and detailed analytics. Validity Everest assists with data analysis and reports to improve deliverability. Litmus emphasizes using data and email analytics to identify deliverability issues. Sendinblue provides heatmaps and A/B testing for optimization. Omnisend offers email marketing analytics, while others recommend analyzing open rates by domain and monitoring blocklists.
Key opinions
- Platform Tiers: Deliverability platforms range from high-end (Validity Everest, Inbox Monster) to mid-tier (GlockApps, Kickbox, SendForensics) to more consolidated options (Mailjet).
- Transactional Focus: Postmark is highly recommended for transactional emails due to its speed and deliverability focus.
- List Verification: Kickbox stands out for its email list verification capabilities, ensuring valid and safe sending lists.
- Analytics and Diagnostics: Sendinblue offers a built-in email health check, Mailgun provides robust APIs and detailed analytics, and Litmus emphasizes data-driven analytics for issue identification.
- Alternative Data Sources: Analyzing open rates by domain and monitoring blocklists are crucial for deliverability insights.
Key considerations
- Budget: Consider the pricing tiers of different platforms (high-end vs. mid-tier) to align with your startup's budget.
- Specific Needs: Determine whether your primary need is for transactional emails, list verification, comprehensive analytics, or consolidated marketing efforts.
- Data Analysis: Evaluate the data analysis and reporting features of each platform to ensure they align with your ability to interpret and act upon the data.
- Integration: Ensure the platform integrates seamlessly with your existing email marketing tools and infrastructure.
- Holistic Approach: Paid tools do not guarantee perfect deliverability, so always supplement with customer data to ensure best practice.
Marketer view
Email marketer from Litmus highlights the use of data and email analytics to highlight any deliverability issues by tracking overall performance. The analytics can identify possible problems such as low engagement, spam complaints, and deliverability issues, which can ultimately save you money.
9 Jul 2021 - Litmus
Marketer view
Email marketer from Reddit recommends Mailgun for its robust API and deliverability tools, stating it offers good control over email sending and provides detailed analytics on deliverability metrics.
17 Nov 2022 - Reddit
What the experts say
6 expert opinions
Experts recommend a multifaceted approach to deliverability monitoring. Free tools like Postmaster Tools and SNDS offer limited insights, focusing primarily on Gmail and Microsoft-owned domains. While other platforms broaden the scope, they are constrained by tracking non-human addresses. Many services share underlying functionalities, making reporting preferences and price sensitivity key decision factors. Kickbox offers a free tool, KBXSCORE, for technical checks. Monitoring blocklists is crucial, and tracking recipient engagement is essential for understanding deliverability. Complete visibility remains unattainable as mailbox control resides with recipients.
Key opinions
- Limited Scope of Free Tools: Postmaster Tools and SNDS provide insights primarily for Gmail and Microsoft domains.
- Platform Limitations: Deliverability platforms are limited by their inability to track email opens based on the individual customer level.
- Functionality Overlap: Many deliverability services share similar core functionalities.
- Free Technical Tool: Kickbox offers a free tool (KBXSCORE) for technical deliverability checks.
- Importance of Monitoring Blocklists: Tools providing blocklist alerts are vital for early detection of deliverability problems.
- Recipient Engagement: Analyzing recipient engagement data (opens, clicks, purchases) is critical for a comprehensive view.
Key considerations
- Cost vs. Features: Balance price sensitivity with preferred reporting features when choosing a platform.
- Data Limitations: Understand that no single tool provides complete visibility due to mailbox control residing with recipients.
- Proactive Monitoring: Implement tools that alert you to blocklist appearances.
- Segmentation: Use recipient engagement to guide segmentation strategies.
- Third-Party Tools: Third party tools give you limited insight into customer activity, always segment based on engagement activity.
Expert view
Expert from Email Geeks explains that platforms like Validity and Sparkpost are limited because they primarily track mail sent to addresses not associated with real humans and lack the per-user filtering found in actual subscriber inboxes. Complete visibility of email delivery is unattainable because the recipient owns the mailbox.
30 Dec 2024 - Email Geeks
Expert view
Expert from Email Geeks says that the services have similar underlying functionality, so the choice depends on preferred reporting and price sensitivity. Mentions that Kickbox and eDataSource have members in the community.
19 Jun 2024 - Email Geeks
What the documentation says
4 technical articles
Email service providers (ESPs) like SendGrid, Mailjet, GlockApps, and SparkPost offer built-in deliverability monitoring tools. SendGrid focuses on metrics such as bounce rates, spam reports, and blocklists. Mailjet emphasizes the importance of sender reputation and provides tools to measure it. GlockApps uses seed testing to evaluate inbox placement across different providers. SparkPost offers advanced data and analytics, including bounce rates, failed deliveries, delays, and spam complaints. These tools enable startups to proactively identify and address deliverability issues.
Key findings
- Integrated Tools: Major ESPs provide integrated deliverability monitoring tools within their platforms.
- Core Metrics: Key metrics include bounce rates, spam reports, blocklists, and sender reputation.
- Seed Testing: GlockApps utilizes seed testing to assess inbox placement across different providers.
- Advanced Analytics: SparkPost offers advanced data analytics, including delivery delays and failures.
Key considerations
- Platform Choice: Consider the specific features and reporting capabilities of each ESP when selecting a platform.
- Proactive Monitoring: Use these tools to proactively identify and address deliverability issues before they impact campaigns.
- Holistic View: Use the data to improve customer engagement to ensure deliverability best practice.
- Testing Strategy: Incorporate seed testing in campaign strategy to evaluate inbox placement.
Technical article
Documentation from Mailjet describes deliverability as a key element in any email marketing strategy, and highlights the importance of monitoring sender reputation metrics to help understand your customers and inbox providers. They provide tools in the platform to measure your sender reputation
19 Apr 2022 - Mailjet
Technical article
Documentation from SparkPost provides advanced deliverability data and analytics. The reports are able to tell you your bounce rates, failed deliveries, delays in delivery, and spam complaints.
15 Sep 2023 - SparkPost
Besides Spamhaus, what blocklists are important for email marketers to monitor?
How accurate are seed lists for email deliverability testing?
How can I accurately test and measure email deliverability and sender reputation?
How can I monitor email deliverability to ensure emails hit the inbox instead of spam?
What are the best inbox placement tools?
What are the best tools and methods to measure email deliverability outside of campaign metrics, like GlockApps?
