A common concern of email marketers is the delivery rate, whether emails reach subscribers' inboxes. Mail Tester is a free service that can detect potential delivery problems — before an email is deployed.
A common concern of email marketers is the delivery rate, whether emails reach subscribers’ inboxes. Mail Tester is a free service that can detect potential delivery problems — before an email is deployed.

I manage email-marketing campaigns for a large technology and data provider. I also consult with companies — B2B and B2C — on optimizing their email marketing efforts. Those clients and other businesses frequently have concerns about delivery, or spam, or other email matters. What follows are the five most common questions.

Top 5 Email Marketing Questions

How can I tell if my emails are going to the inbox folder or to junk? The answer is surprising. There is no accurate tool that can detect what folder an email goes to. Some email service providers will send a test to a few hundred seed addresses to estimate the percentage of a sender’s email that is delivered to the inbox.

For example, say an ESP sends a test to 100 email addresses. If, say, 90 of the 100 ends up in an inbox, the ESP will report a 90 percent delivery rate. This is an estimate and not a true metric of an actual deployment.

Many factors contribute to inbox delivery. Spam filters will look at the basics, such as:

  • IP and domain reputation,
  • Subject line and “from” line,
  • Email content,
  • Engagement by recipients.

Most ESPs have a tool that rates an email’s content, subject line, and domain and IP addresses. If your ESP doesn’t have a tool to detect spam, there are many free ones, such as Mail Tester.

Is email still a profitable marketing channel? Yes. There are a few reasons why email marketing generates among the highest returns on investment of any channel. First, it’s inexpensive. Second, the audience is comprised of subscribers. They have requested information from your company. Many are customers.

Moreover, consumers in 2019 rely on email for daily communication. They check activity continually.

A 2015 report from the DMA — Data and Marketing Association — showed a return of…