Nowadays in the B2B community, the phrase email deliverability becomes more and more in demand because of its benefits and useful functions. This term might seem tricky and complicated, but here we are to simplify it. Email deliverability is the probability of mailed messages directly to the inboxes of recipients. Taking it into account, the rate of this probability influences your email marketing deliverability.

Email spam check tool will definitely change your email delivery processes and will lead to improving it. However, in order to reach it, you have to be aware of understanding that your spam email checker will not get you results if you are not knowledgeable with some standards for assessing your email deliverability. By assessment, we imply understanding principles of how a spam test works and what its tools can reach to measure your mailbox.

In this article you will find out the following:

· Which components email deliverability involves.
· Principles of the work of spam tests.
· Different types of audits for your email deliverability.

Let's explore it together!

What is explored in the mailbox audit?

If you use an email checker, you will be acquainted with «running a deliberate test», which involves broad exploring and analyzing of your domain and inboxes in order to determine major problems and highlight solutions to them. So, the thorough analysis includes some rate indicators which are represented in researching mailbox placement and email provider deliverability. In the email marketing field, it is important to focus on these rates and you have to learn how to read them because they are the key metric. So, what do these rates mean?

Inboxes placement rate (IPR) is an indicator that shows the number of your mailed emails to recipient`s mailboxes rather than to the spam folder. For example, in the period of running your email marketing campaign, you might deal with a situation when some amount of your messages goes directly to the spam box. As the result, your reputation as a sender and domain reputation will be spoiled and your email campaign will be useless. That's why controlling IPR allows you not only to improve your email deliverability but also to prevent your reputation from failure.

Email provider deliverability rate is a metric that shows the number of emails that were mailed to receivers` inboxes and the spam folder at the same time. To increase this rate, firstly, you have to pay attention to bounces which harm the email process. Secondly, the more you interact with your audience, the higher email deliverability rate is. It is determined by the amount of clicking and opening messages by your receivers. Thirdly, pay attention to your behavior as a sender which can be increased by following a steady timetable for sending emails, monitoring your IP reputation, and supporting the domain health.

Domain reputation
The domain is one of the most important elements in the email delivery process, not paying attention to it will be a huge mistake. When you launch a marketing campaign, email services analyze every detail of your action and interaction with receivers such as sender account data, IP address, negative and positive activities from your account, bounces and complaints, email content, etc. They also research an indicator of Open rates – if your emails do not have positive responses from your recipients or they send your messages directly to spam folders, your domain name reputation will be in danger.

Nowadays there are some tools for boosting the reputation of your domain and deliverability rates. However, the most productive and effective one is Folderly, which is a product of a b2b lead generation company Belkins. Using Folderly tool gives you not only a detailed analysis of issues and ways of solving them, but it also assesses the quality of interaction with your recipients` inboxes and gives you the most precise assessment of your domain reputation.

Bounce rate
If you ever launched an email campaign, you might notice that your messages are not delivered because of such issues as email address problems, server difficulties, or violating sending consistency. In this case, we have a deal with terms such as soft and hard bounces which influence the quality of the email deliverability.

Soft bounces define a temporary delivery issue, which can consist of these problems as blocking email messages because of content, inactive phase of a mailbox, problems with a recipient email server, overflow of the receivers` inbox, server connection timeout, and others. This type of bounce demands careful treading to keep your ISP`s in a good condition.

While hard bounces generally indicate reasons for failures in delivering the messages that are connected with the domain name or IP address. They include such issues as the non-existence of a recipient email address and blocking of the delivery of the recipient email server. Besides, your messages can get spammed even at a high rate, because of hard bounces which are noticed by email services and your emails will be immediately marked as spam.

You can easily avoid hard bounces by using such instruments as NeverBounce or Zerobounce (their words are self-explanatory). So, having good email deliverability means getting rid of bounces which harms the email marketing process.

Email authentication practices
As we mentioned before, one of the conditions of a successful email marketing campaign is proving yourself as a credible and transparent sender. It means that you have to prove and strengthen your email authentication practices which consist of the following:

· DKIM. It is a type of domain records the peculiarity of which is a creation of a specific digital signature that prevents emails from tampering and protects the privacy between two sides of the communication process.

· SPF-record. This type of domain record has detailed data about Sender Policy Framework and serves as an official license of your domains for proving your credibility and transparency.

· DMARC (Domain-Based Message Authentication, Reporting & Conformance). This term characterizes a policy that includes a methodology for getting servers. In other words, it represents actions that servers should implement in case of failure of incoming emails in authentication checker.

Using innovative Folderly email checkers you will run an audit of these three elements. It gives you a detailed analysis of data thanks to which you will figure out in which state your major domain record is and provides you with a list of email delivery problems and ways of solving them.

Why can you be blacklisted?
You cannot imagine a successful email marketing campaign without regularly ensuring that your domain or IP address is not blacklisted. Using spammy words, behaving in a distrustful way, violating steady schedules, or rules, or having hard or soft bounces will cause getting to blacklist. The email services mostly notify their users that their emails might be automatically deleted or blacklisted.

There are a lot of blacklists that hurt different aspects of the reputation of your domain. At the same time, there are plenty of reasons for being banned. For example, some spammers violate email service rules and send messages in unexpected huge numbers. They realize that they will be blacklisted, and their account will be deleted, that is why spammers try to send their emails to as many receivers as possible. So, send messages in a reasonable amount and on a steady timetable.

Another example of being blacklisted is about the quality of email addresses.
There are many situations when senders do not check their sending lists which can be full of non-existed, inactive, incorrect addresses and it can lead to not only a waste of time and money but also to the failure of your domain reputation. Cleaning and checking email addresses using a bulk email verifier will guarantee you good results and email delivery progress. The better you check your sending lists, the higher interaction with the audience you will have.

Folderly spam check instrument is a great opportunity to boost your deliverability rates. This tool analyzes major blacklists and determines whether your domain name is there or not. Besides, it gives you pieces of advice on improving your domain reputation and deliverability rates and protecting it from spamming.