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Email Deliverability: What is it, Why it Matters, and Tools You Can Use!

As an email marketer who actively sends emails almost every single day, the spam folder is your biggest enemy…and for good reason!

Why? Check out these statistics:

  • Only 85% of legit emails reach their final destination.
  • 48.16% of all global emails are marked as junk email.
  • On average, 20.4% of all emails either go to spam or remain undelivered.

Now, isn’t that enough to keep you up at night?!

While running an email marketing campaign, you are likely to pay attention to many metrics such as clickthrough rate, conversion rate, growth rate, and so on.

But there is one highly underrated metric that often goes without much notice: email deliverability.

You haven’t heard of it before? Don’t worry! In this blog, we will take a look at everything about email deliverability, its importance, and even some tools that you can use!

Now, chop-chop! Let’s get down to business.

What is Email Deliverability?

Ask yourself this: Did your emails really reach the inbox of your audience? It’s this simple question that deliverability answers.

Email deliverability is the ability to send emails successfully into a subscriber’s inbox without getting caught in spam folders. It helps you measure the likelihood of your email actually arriving inside your recipient’s inbox.

This should not, in any way, be confused with email delivery, which refers to the successful delivery of emails to the receiving email service provider. An unsuccessful delivery means an email is rejected or bounced.

This is not the case with email deliverability, because merely NOT getting rejected or bounced is NOT equal to your email actually landing in an inbox.

Unsuccessful deliverability could mean that your email is sent, but it has ended up in the spam folder instead of the inbox!

Now that we know what exactly email deliverability means, let’s try to understand why it is important in the email marketing scene!

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Read more: 10 Amazing Lead Magnet Ideas & Examples To Grow Your Email List

Why is Email Deliverability Important?

According to ReturnPath’s Deliverability Benchmark Report, one in five emails does not get to the inbox!

You must be thinking: Okay, so what?

Well, let’s try to understand how this affects us. Imagine you send 10,000 emails and 4000 are not delivered, which means only 6000 were actually received. That is equivalent to having just sent 6000 in the first place.

So, if it fails to reach an inbox, then it’s like you never sent them at all.

You know what means? All those countless hours you spent from creating an email list to designing and crafting emails were all for nothing. Oh, and not to mention all the sales and revenue you lose!

This is why email deliverability is crucial to your email marketing campaign. To understand its importance better, let’s take a look at some of the benefits of having a successful deliverability rate:

1. Generates High ROI

According to Litmus, you receive $42 for every $1 you spend on email marketing, which is why it is known to generate the highest ROI for a marketer.

So, if you have a bad deliverability rate and your emails aren’t even reaching your subscribers, then all the money you invested for your email campaign just goes down the drain.

That is why focusing on email deliverability rates helps you ensure that your business generates the highest return on investment (ROI).

2. Helps Connect with Customers

Since emails offer a direct connection between your company and your customers, your email deliverability shows an accurate reflection of your customer engagement.

It helps you see your click rates and conversion rates which are crucial for understanding the effectiveness of your email marketing campaign.

Therefore, high email deliverability helps you connect with your audience, maintain your chain of communication, and build long-term relationships with them.

It’s clear that email deliverability is super important for your email marketing campaign. But, how can you ensure that you have successful deliverability?

Worry not! We have compiled for you the top 5 tools that will help you boost your email deliverability and make your email marketing campaign efforts as smooth as possible!

So, let’s dive in!

Read more: 9 Best Email Cleaners in 2021 (Paid & Free)

5 Tools to Improve Email Deliverability

1. SendForensics

Sendforensics: Email deliverability tool

Let’s kick start the list with, SendForensics, an advanced email deliverability tool that allows you to send an unlimited number of email tests to accurately measure all the components of your emails.

It then gives you a detailed report along with a final score about your email deliverability and where you rank in the field among other companies.

With SendForensics, you can also get deep insights into your sender reputation and inbox placement. Its assessment also displays whether your email content is ‘natural conversational’ to ‘overly promotional and also points to phrases that may alert anti-spam filters.

What’s more? This tool is great for both advanced tech-savvy users as well as less advanced basic users.


  • Pricing starts at $49

2. Glock Apps

Glock apps: Email deliverability tool

Here we have Glock Apps, an email deliverability tool that also comes with a spam testing tool, which lets you send test emails and gives you results in a matter of few seconds.

It helps you find out whether your email landed in the inbox, the spam folder, the promotional tabs, the social tab, or if it was even delivered in the first place.

Glock Apps allows you to test authentication records, sender IP address reputation, sender scores, and message spam scores and provides a detailed report of the analysis on the Glock Apps dashboard.

It also gives the possible reasons that may negatively affect your deliverability and gives you suggestions for improving your content Moreover, it integrates with Amazon SES, SendGrid, Mailgun, etc.


  • Basic plan starts at $39/month
  • Business plan at $79/month

Read more: Top 15 Email Marketing Tips To Revamp Your Marketing Strategy

3. Mail-Tester

Mail tester: Email deliverability tool

Mail-Tester is an affordable email deliverability tool that helps you analyze your emails and test the quality of their content.

All you have to do is to send an email to Mail-Tester and it prepares a detailed report along with a score for your email. It checks your email’s possibility of going to spam, analyzes your domain for the best authentication methods, reads the HTML code of your message, and gives you tips on what to improve.

With Mail-tester, you can get a listing of all tests you performed within the last 30 days and also check if your domain made it to some blacklist that might affect your campaign.


  • 100 emails per day at $19 for 1 user

4. MXToolbox

Mx tool box: Email deliverability tool

Next on the list is MXToolbox, an email deliverability tool that offers monitoring solutions.

It provides you with every kind of information about the content of your emails and helps you find out who is sending false emails from your domain, the reputation of your sender’s IP, and the geolocation of your senders.

It also sends you immediate alerts if there are any changes in your email reputation and also prevents you from getting blacklisted in the future.

Since authentication is an important aspect of email deliverability, MXToolbox offers various tools that improve and validate a domain’s authentication methods.

You just have to send a test email to this tool and you will receive a link to your report in a matter of few minutes!


  • Offers a free plan.
  • Paid plan starts at $99

5. Spamcheck

Spamcheck: Email deliverability tool

Spamcheck is an email deliverability tool provided by the popular email delivery provider, Postmark.

It has a user-friendly interface that evaluates the deliverability of your email by analyzing its content and sources. All you have to do is provide your email’s HTML code and you’ll get your score within seconds!

Anything close to 5 or higher will most probably be marked as spam, so it will accordingly provide you with suggestions on how to improve.

Spamcheck uses SpamAssassin, an open-source tool that is designed to detect and filter spam. Postmark lets you integrate it into your app and automatically run spam checks on all your outgoing emails.

What’s more? Libraries for integrating with Perl, C#, Ruby, Python, etc. are also available.


  • Spamcheck offers their API for free.

Bonus Tool: elink: The Fastest Newsletter Creator to Make Your Email Marketing Campaign Effective

What cooking is to a chef is what newsletter creation is to an email marketer.

It’s such a crucial and significant part of their life that a staggering 83% of marketers and salespeople use it for their content and email marketing campaigns!

But despite being such a big part of a marketer’s life, newsletter creation is still a daunting task, because not only do you have to write engaging and interesting content, you also have to make sure that they look spectacular.

Don’t worry! That’s why we present to you elink, an amazing tool that helps you send out the most visually appealing and well-crafted newsletters in just a matter of minutes! Email automation tool

Elink allows you to convert your weblinks automatically into visual content blocks with pictures, titles, and descriptions and also lets you customize the entire design of your newsletter by adding a header, an intro text, your company logo, and tagline! It’s super simple!

That’s not all! With elink, you never have to worry about design and can just focus on your content because it offers so many beautiful layouts from which you can choose your favorite one!

What’s more? You can export your newsletter to MailChimp, Gmail, and all third-party email providers that allow HTML code!

elink has got all the ingredients you need to make your marketing campaign effective and will simply transform the way you create and share content!

So, what are you waiting for? Put your marketing hats on and get a slice of elink for yourself!


If you, as an email marketer, were the hero of a movie, then the spam folder will be the antagonist – always getting in your way and ruining your mission!

But with better email deliverability, there’s no way any spam folders or filters can bring you down!

It’s true that deliverability is not at the forefront of our minds, but it’s time we made sure it is. And we hope this blog has helped you realize the need for it!

Now go out there and deliver the best of your best!

Further reads:

Top 11 Gmail Extensions for Email Marketing!

RSS to Email: Create Automated Email Newsletters Using RSS!

Top 10 Email marketing service for SMBs

The 10 Best Email Marketing Automation Tools Out There

How Automation Changes Everything In An Email Outreach Sequence?

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