Are inbox placement platforms a good strategy for email deliverability?

Summary

The overwhelming consensus among email marketing experts, community members, and official documentation sources is that inbox placement platforms (including email warming services and engagement farms) are generally *not* a good long-term strategy for email deliverability. While some acknowledge potential short-term benefits or niche uses (e.g., warming new IPs), the risks and potential drawbacks far outweigh the advantages. Key concerns include ethical considerations, the potential for detection by mailbox providers, legal implications, and the fact that these services don't address the underlying issues that cause deliverability problems in the first place. The recommended approach is to prioritize building a strong email marketing foundation based on genuine engagement, high-quality content, list hygiene, proper authentication, and consistent sending practices.

Key findings

  • Limited Long-Term Value: Inbox placement platforms offer temporary gains but don't fix fundamental deliverability issues.
  • Ethical & Legal Risks: These platforms often operate in a gray area, potentially bordering on fraud or violating anti-spam laws.
  • Risk of Detection & Penalization: Mailbox providers are increasingly sophisticated at detecting and penalizing inauthentic engagement signals.
  • Focus on Fundamentals is Crucial: Sustainable deliverability relies on solid sending practices and a strong sender reputation, not shortcuts.
  • Inconsistent Results: Some users report short-term gains, but these are often followed by a decline in deliverability if underlying issues aren't addressed.

Key considerations

  • Legality: Carefully evaluate the legality of using these services and avoid tactics associated with spamming.
  • Sender Reputation: Prioritize building a positive sender reputation by earning genuine engagement from subscribers.
  • List Hygiene: Maintain a clean and engaged email list through regular cleaning and confirmed opt-in practices.
  • Authentication: Implement proper email authentication protocols (SPF, DKIM, DMARC) to verify your sending identity.
  • Content Quality: Focus on creating valuable and relevant content that recipients will find engaging.
  • Long-Term Goals: Consider the long-term consequences of using these services on your sender reputation and avoid short-sighted strategies.
  • Foundational Setup: Address the underlying deliverability issues that are causing problems instead of relying on quick fixes. Warming services will not help if your foundations are bad.

What email marketers say
17Marketer opinions

The majority of email marketing experts and community members advise caution when considering inbox placement platforms (including email warming services) as a deliverability strategy. While some acknowledge potential short-term benefits, there's a strong consensus that these platforms are not a sustainable solution for long-term deliverability. Many believe they can be risky, bordering on unethical or even fraudulent, and that mailbox providers are increasingly adept at detecting and penalizing such tactics. The overriding recommendation is to focus on building a strong email marketing foundation based on genuine engagement, high-quality content, list hygiene, proper authentication, and consistent sending practices.

Key opinions

  • Limited Long-Term Benefit: Inbox placement platforms offer temporary boosts but don't address underlying deliverability issues.
  • Ethical Concerns: Many consider these platforms to be 'gaming the system,' potentially crossing into fraudulent territory.
  • Risk of Detection: Mailbox providers are actively working to identify and penalize platforms attempting to manipulate engagement signals.
  • Focus on Fundamentals: Sustainable deliverability relies on good sending practices, not shortcuts.

Key considerations

  • Sender Reputation: Prioritize building a strong sender reputation through authentic engagement and valuable content.
  • List Hygiene: Regularly clean your email list to remove invalid or unengaged subscribers.
  • Authentication: Implement proper email authentication protocols (SPF, DKIM, DMARC) to verify your identity.
  • Engagement: Use double opt-in to confirm subscribers want to receive messages. This reduces spam complaints and ensures better engagement.
  • Long-Term Strategy: Ask yourself: is this strategy a quick fix to a long term problem? Using this type of platform may be a 'crutch' for a weak email foundation.
Marketer view

Email marketer from Email Geeks suggests that even if inbox placement platforms work as advertised, any benefits will be temporary unless the sender's practices are already good.

February 2022 - Email Geeks
Marketer view

Email marketer from ZeroBounce suggests the foundation for email success starts with email verification of your list to remove invalid or risky email addresses. This combined with good sending practices will lead to better inbox placement.

August 2023 - ZeroBounce
Marketer view

Email marketer from Email Geeks compares inbox placement services to kindling: they can help start off, but without proper sending practices ('firewood' and 'oxygen'), the benefits will fizzle out, and you'll end up back in spam.

November 2021 - Email Geeks
Marketer view

Email marketer from Mailjet explains that email warming can improve deliverability by establishing a positive sending history, but it is crucial to maintain good sending practices, such as list hygiene and relevant content. Warming alone will not fix underlying deliverability issues.

February 2022 - Mailjet
Marketer view

Email marketer from EmailToolTester explains that email warming tools can be helpful in improving sender reputation, but they are not a magic bullet and should be used in conjunction with other best practices like sending relevant content and managing your email list.

January 2024 - EmailToolTester
Marketer view

Email marketer from Email Geeks shares that while some have successfully used engagement emulation (inbox placement platforms), many more have ended up in a worse position. He generally advises clients against it due to the cost and potential ineffectiveness.

November 2022 - Email Geeks
Marketer view

Email marketer from Woodpecker believes email warming is a useful tactic, especially for new domains/IPs, but should not be the core of an email strategy. They emphasize the importance of valid email addresses, personalized messages, and a consistent sending schedule.

October 2022 - Woodpecker
Marketer view

Email marketer from Email Geeks suggests there is no free lunch with email deliverability and these things might have short term benefits but that likely will come with a price later.

November 2024 - Email Geeks
Marketer view

Email marketer from Gmass shares that while email warming services can provide short-term benefits, they carry risks, including potential detection by mailbox providers and damage to sender reputation if not used carefully. Building a genuine, engaged subscriber base is ultimately more effective.

June 2024 - Gmass
Marketer view

Email marketer from Email Geeks shares their understanding that using inbox placement platforms is frowned upon.

November 2023 - Email Geeks
Marketer view

Email marketer from Email Marketing Forum writes that they've seen short-term improvements with email warming services, but they caution that these benefits disappear quickly if you don't address underlying issues like low engagement or poor list quality. Build strong foundations first.

October 2022 - Email Marketing Forum
Marketer view

Email marketer from Reddit shares that warming services can be a crutch if your email marketing foundation is weak. They emphasize focusing on high-quality content, segmentation, and consistent sending habits to build a strong sender reputation organically.

June 2022 - Reddit
Marketer view

Email marketer from Email Geeks says that whether it's technically legal or not, or fraud or not, trying to game the system only leads, ultimately, to inbox jail.

April 2021 - Email Geeks
Marketer view

Email marketer from Email Geeks advises against doing what spammers do if you don't want to be treated like one.

November 2021 - Email Geeks
Marketer view

Email marketer from Hunter shares email warming tools can help build a positive sending reputation, but they are most effective when combined with other deliverability best practices, such as email authentication, list segmentation, and engaging content.

March 2025 - Hunter
Marketer view

Email marketer from Litmus explains that while warming can have value, a key element of improving deliverability is using double opt-in to confirm subscribers want to receive messages. This leads to less spam complaints and stronger engagement signals.

September 2023 - Litmus
Marketer view

Email marketer from Email Geeks believes inbox placement platforms operate too close to the line between "gaming the system" and "fraud."

March 2025 - Email Geeks

What the experts say
4Expert opinions

Experts across various platforms strongly advise against using inbox placement platforms (including engagement farms) for email deliverability. They raise concerns about legality, sustainability, and the risk of detection by mailbox providers. These services offer no long-term benefit and can actively harm sender reputation by mimicking spam tactics rather than fostering genuine engagement.

Key opinions

  • Legality Questionable: Inbox placement platforms bear resemblance to tactics used in spam lawsuits.
  • Unsustainable Results: The benefits are temporary and disappear once you switch to your own audience.
  • Detection Risk: Mailbox providers can identify and penalize these services.
  • Reputation Damage: Inauthentic engagement does more harm than good in the long run.

Key considerations

  • Legality: Be aware of potential legal ramifications and avoid tactics associated with spamming.
  • Authenticity: Focus on earning genuine engagement through valuable content and permission-based marketing.
  • Long-Term Impact: Consider the long-term consequences of using these services on your sender reputation.
  • Underlying Issues: Rather than relying on quick fixes, address the root causes of deliverability problems, such as poor list hygiene or unengaging content.
Expert view

Expert from Email Geeks argues that inbox placement platforms will not provide a lasting benefit, as changing to your own audience changes what you're doing.

September 2024 - Email Geeks
Expert view

Expert from SpamResource states that mailbox providers are very effective at detecting inauthentic engagement, and using services to generate fake positive engagement signals will, in the long run, do more harm than good to your sending reputation. They highlight the importance of earning genuine engagement through valuable content and permission-based marketing.

February 2023 - SpamResource
Expert view

Expert from Word to the Wise explains that using 'engagement farms' (similar to inbox placement platforms) is risky. They highlight that mailbox providers are actively working to identify and penalize such services, and that these strategies can backfire and harm deliverability in the long run.

November 2022 - Word to the Wise
Expert view

Expert from Email Geeks expresses concerns about the legality of inbox placement platforms, drawing parallels to a spam lawsuit where Microsoft alleged that similar practices violated the law.

May 2023 - Email Geeks

What the documentation says
5Technical articles

Email deliverability documentation from major providers like Google, Microsoft, SparkPost, Sendgrid and Mailchimp emphasizes the importance of building a strong sender reputation through consistent sending of valuable emails, proper authentication, list hygiene, and recipient engagement. While warming IP addresses may have a limited role, the documentation consistently recommends focusing on fundamental best practices as the key to long-term deliverability success, with no provider recommending email warming services or inbox placement platforms.

Key findings

  • Sender Reputation is Key: A positive sender reputation is crucial for avoiding spam filters and achieving good deliverability.
  • Value Content is Required: Consistently sending emails that recipients find valuable is essential for building a positive reputation.
  • Authentication is Critical: Proper email authentication (SPF, DKIM, DMARC) is vital for verifying your identity and ensuring deliverability.
  • Engagement Matters: Engaged recipients and consistent sending volume are essential for maintaining good deliverability.
  • Hygiene is a must: Consistent cleaning of lists and segmentation of audiences help to keep email deliverability high.

Key considerations

  • Authentication: Implement SPF, DKIM, and DMARC to authenticate your emails and prevent spoofing.
  • List Management: Maintain a clean and engaged email list by removing inactive subscribers and acquiring new subscribers through confirmed opt-in.
  • Content Quality: Focus on creating valuable and relevant content that recipients will find useful and engaging.
  • Sending Practices: Maintain a consistent sending volume and avoid sending unsolicited emails.
  • Avoid Shortcuts: Prioritize fundamental best practices over quick fixes like warming services.
Technical article

Documentation from Mailchimp recommends that ensuring your email is properly authenticated, using a familiar 'From' address, segmenting your lists, and cleaning your audience regularly are all key components of a good deliverability strategy. Mailchimp does not recommend or mention warming services.

February 2023 - Mailchimp
Technical article

Documentation from Google Postmaster Tools explains that sender reputation is a key factor in deliverability. Consistently sending emails that recipients find valuable is crucial for building a positive reputation and avoiding spam filters. This cannot be bypassed by warming services.

September 2023 - Google Postmaster Tools
Technical article

Documentation from Microsoft states that sending unwanted email can result in the blacklisting of your IP address. Focusing on acquiring users that want your email, using confirmed opt-in, and honoring unsubscribe requests will help keep your email out of the junk folder. Warming services are not mentioned as part of their guidance.

September 2021 - Microsoft
Technical article

Documentation from Sendgrid states that consistent sending volume, proper authentication (SPF, DKIM, DMARC), and engaged recipients are critical for email deliverability. Warming IP addresses can be a part of this strategy, but it's not a replacement for fundamental best practices.

September 2022 - Sendgrid
Technical article

Documentation from SparkPost explains that factors like authentication (SPF, DKIM, DMARC), list hygiene, and engagement significantly impact deliverability. While warming IP addresses is sometimes necessary, focusing on fundamental best practices is more critical for long-term success.

June 2021 - SparkPost