What are the best inbox placement testing tools?

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
15Marketer 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.

July 2024 - 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.

July 2021 - Litmus Blog
Marketer view

Email marketer from ReturnPath recommends ReturnPath certification (now part of Validity) and their deliverability services as a means to improve inbox placement, emphasizing the importance of good sender reputation and compliance with best practices.

April 2024 - ReturnPath
Marketer view

Marketer from Email Geeks advises using an in-house seed list instead of external tools after implementing AI, because inbox placement hinges on users' past interactions. Focus on maintaining a strong IP reputation and DKIM, and rely on postmaster tools for optimal results.

August 2024 - Email Geeks
Marketer view

Marketer from Email Geeks shares they moved from GlockApps to Everest/Validity but notes it is a much more costly solution.

April 2023 - Email Geeks
Marketer view

Email marketer from EmailToolTester recommends GlockApps as a tool that helps reveal whether your emails end up in the spam folder. It offers detailed reports showing deliverability rates for various email providers, assisting users in fine-tuning their email marketing strategies.

April 2023 - EmailToolTester
Marketer view

Email marketer from Validity Website promotes Everest as their solution for inbox placement, claiming it provides insights into deliverability issues, reputation monitoring, and competitive intelligence.

May 2022 - Validity Website
Marketer view

Email marketer from Reddit suggests using a combination of free tools like mail-tester.com for immediate feedback and paid services like GlockApps for more comprehensive inbox placement analysis across different providers. User emphasizes the importance of monitoring sender reputation along with testing.

October 2021 - Reddit
Marketer view

Marketer from Email Geeks suggests Everest by Validity as an inbox placement testing tool.

September 2024 - Email Geeks
Marketer view

Marketer from Email Geeks suggests considering MailMonitor as an inbox placement testing tool.

September 2024 - Email Geeks
Marketer view

Email marketer from GlockApps Blog highlights GlockApps as an inbox placement testing tool, mentioning it sends test emails to a seed list and provides reports on where the emails land, including spam folders.

November 2022 - GlockApps Blog
Marketer view

Email marketer from ZeroBounce Blog states that ZeroBounce provides tools to validate email lists, which indirectly helps with inbox placement by reducing bounce rates and improving sender reputation. Maintaining a clean list is the first step toward successful inboxing.

July 2022 - ZeroBounce Blog
Marketer view

Email marketer from Mailtrap Blog promotes Mailtrap Email API and Sending Infrastructure as offering insights into deliverability and placement by analyzing server health, providing real-time statistics, and allowing for testing within a safe environment before sending to real users.

May 2023 - Mailtrap Blog
Marketer view

Email marketer from Email Marketing Forum suggests using a combination of GlockApps and manual checks by sending emails to personal accounts on different providers to confirm placement, as a cost-effective method for smaller businesses.

November 2021 - Email Marketing Forum
Marketer view

Email marketer from MailMonitor Website presents MailMonitor as a tool that identifies deliverability problems by analyzing placement in different inboxes, providing data-driven insights to improve email performance.

June 2023 - MailMonitor Website

What the experts say
2Expert 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.

November 2024 - 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.

July 2021 - Spamresource

What the documentation says
4Technical 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.

July 2022 - 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.

November 2022 - SendGrid Docs
Technical article

Documentation from Mailjet Help Center mentions using seed lists as a method to test inbox placement, explaining that sending test emails to various email providers allows senders to check where their emails are being delivered.

March 2024 - Mailjet Help Center
Technical article

Documentation from Google Postmaster Tools suggests monitoring sender reputation using their provided dashboard, which can help diagnose deliverability issues that impact inbox placement for Gmail users. Highlighting importance of following Gmail's sender guidelines.

March 2023 - Google Postmaster Tools