What are the best alternative deliverability tools to Kickbox after its shutdown?

Key findings

• Impact of shutdown: The impending closure of Kickbox's deliverability services by January 15, 2024, has created an urgent need for migration, causing significant disruption for existing users.
• European ISP coverage: A primary concern for many is finding alternatives that offer extensive coverage of European ISPs and mailboxes.
• Pricing sensitivity: While options like Everest are noted for their comprehensive features, their pricing structure may not be suitable for all users, especially smaller clients or those conducting audit missions.
• Available alternatives: Several tools are being considered, including GlockApps, Everest, eDataSource by MessageBird, Inbox Monsters, InboxReady, Junkbox Monitor, and Inboxable. Each offers varying strengths in terms of features, seed list depth, and pricing.
• Feature parity: Users are looking for replacements that can provide similar comprehensive deliverability insights and testing capabilities that Kickbox offered.

Key considerations

• Seed list quality and diversity: Evaluate the seed list of any alternative for its breadth, particularly its coverage of target regions, such as Europe. A robust seed list is crucial for accurate inbox placement testing.
• Cost versus features: Balance the cost of the tool with the specific deliverability features needed. Some platforms offer tiered pricing (e.g., Everest Elements) that might be more accessible.
• Integration and usability: Consider how easily the new tool integrates into existing workflows and the user interface's intuitiveness. An effective platform can help you to track email deliverability across the board.
• Beyond inbox placement: Look for tools that offer more than just basic inbox placement testing. Features like blocklist monitoring, sender reputation insights, and email authentication (SPF, DKIM, DMARC) validation are crucial for comprehensive deliverability management. Consider options beyond just one area, like those discussed in Email Industries' guide.
• Vendor stability: Given the unexpected nature of Kickbox's shutdown, evaluate the long-term stability and support of any potential new vendor.

Key opinions

• Disappointment: Many marketers expressed sadness and frustration over the shutdown, indicating Kickbox was a valuable tool in their arsenal.
• Immediate need for alternatives: There was an immediate scramble to identify viable substitutes, particularly those capable of providing comprehensive deliverability insights.
• Focus on European coverage: A recurring theme was the urgent requirement for tools with strong European ISP seed lists, as this was a key strength for some Kickbox users.
• Cost is a factor: While some premium tools are recognized, their cost often puts them out of reach for smaller operations or specific project needs.
• GlockApps recognized: GlockApps was frequently mentioned as a viable alternative, despite some acknowledged faults, noting recent interface and seed list updates.
• New and niche solutions emerging: Several less common or specialized solutions like Junkbox Monitor and Inboxable were brought up, indicating a diverse market of options.

Key considerations

• Thorough evaluation: Marketers must thoroughly test any new tool to ensure it meets their specific deliverability testing and monitoring requirements. Many resources highlight the features of popular email deliverability testing tools.
• Budget alignment: It is crucial to find a solution that aligns with budget constraints, especially for ongoing audit-based missions rather than high-volume sending. Some low-budget tools can be surprisingly effective.
• Geographic seed list: Prioritize tools that openly share details about their seed list coverage, specifically mentioning presence in key European markets if relevant. This is a common focus for deliverability suite considerations.
• Evolving features: Stay informed about updates and new features from potential providers, as some tools are continuously improving their offerings based on market needs.

Key opinions

• Diversify tools: Relying on a single vendor for critical deliverability insights can be risky; having multiple tools or internal monitoring processes is advisable.
• Understand core deliverability: True deliverability success comes from a deep understanding of factors like sender reputation, content quality, and list hygiene, not just from using a tool.
• Seed list limitations: While seed lists are valuable for initial inbox placement checks, they don't provide a complete picture of deliverability across all recipients. Post-send analytics are also vital.
• Authentication is non-negotiable: Proper implementation of DMARC, SPF, and DKIM is fundamental to deliverability and should be regularly monitored, regardless of the deliverability tool used.
• Engagement metrics: Engagement data from ESPs and Postmaster Tools provides the most accurate reflection of sender reputation and inbox success over time.

Key considerations

• Proactive monitoring: Regularly monitor your sending reputation and inbox placement using a combination of tools and direct feedback, as suggested by experts from Spam Resource.
• Comprehensive approach: Don't rely solely on one deliverability metric or tool. Combine insights from seed testing, authentication reports, and engagement data for a holistic view.
• Scalability and flexibility: Choose tools that can scale with your sending volume and adapt to evolving email program needs, including varying reporting requirements for different clients or campaigns. This is often a consideration for overall email deliverability platforms.
• Vendor support and expertise: Assess the level of customer support and the deliverability expertise offered by the alternative vendor's team. This can be crucial during onboarding and troubleshooting. Expert advice from Word to the Wise frequently covers this.

Key findings

• Authentication is fundamental: SPF, DKIM, and DMARC are critical for verifying sender identity and preventing spoofing, directly impacting deliverability. Mailbox providers heavily rely on these.
• List hygiene matters: Maintaining a clean email list by regularly removing inactive or invalid addresses significantly reduces bounce rates and spam trap hits.
• Engagement signals: ISPs track subscriber engagement (opens, clicks, replies) as a key indicator of sender reputation. Low engagement can lead to reduced inbox placement.
• Complaint rates: High complaint rates are a strong negative signal. Providing an easy unsubscribe option and respecting user preferences is paramount.
• Content quality: Spam filters analyze email content for suspicious keywords, formatting, and links. Avoiding common spam triggers is essential for inbox delivery.

Key considerations

• Implement DMARC: Ensuring proper DMARC implementation and monitoring reports is crucial for brand protection and deliverability. This includes understanding DMARC tags.
• Monitor blocklists: Regularly check public and private blocklists (also known as blacklists) for your IP and domain reputation. Getting on a blocklist can severely impact deliverability.
• Adhere to best practices: Follow published email best practices regarding sending frequency, segmentation, and opt-in processes. Consult reliable resources like the Kickbox blog on best practices (archive).
• Leverage postmaster tools: Utilize free tools like Google Postmaster Tools for valuable insights into domain reputation, spam rates, and DMARC failures, offering a direct view into how major ISPs perceive your mail.