There is no such thing as a black hole for email — it's either delivered or bounced. You'll almost always get an instant, automated reply if it's bounced.
Always start your email spam score test with mail-tester.com. It is a powerful email spam testing tool that is free, simple and efficient. It will quickly provide an email report with insutrctions to improve the quality of your outbound emails.
Powerful tools to test your email deliverability and spam score:
If email spam score is above 7 or 8, that's fine. You should strive for a 9 or 10 to achieve maximum results, it's a really easy to get a 10. Just open a ticket and we'll fix-it.
Common issues for bad scores:
- You are blacklisted. Purchase a dedicated IP to send more private and secure email.
- DKIM / SPF record is not properly configured or setup
- rDNS is misconfigured (but really easy to fix)
- Your email or newsletter has negative keywords, according to SpamAssassin (the industry titan).
Tips and tricks to improve the chances your email arrives outside of the junk folder:
- Authenticate your emails with SPF, Reverse DNS, DKIM, and DMARC.
- Try to never send an image only email
- Don't send from a "No-Reply" email address.
- Try not to buy, scrape or use rented email lists.
- Don't send to bounced, unsubscribed and complained users.
Common answers for common questions:
Q: Is there a way to check how fast / reliable email is coming and going out of a mailbox?
A: No you can not check speed of email deliverability. Yes you can check email reliability by testing spam score.
You've noticed you'll get instant emails OR those other emails that take UPTO 5 minutes. Insane right? A common excuse is when an email provider overloads the server(s) and system resources do not prioritize email and a queue is created. This email queue is what creates a lag spike, better known as a delay in email deliverability.
Q: Why do people choose Outlook, Gmail, Yahoo, AOL, Hotmail, etc..?
A: It's a combination of many things, but perhaps they could be described in a few words. Ignorance for not caring about how data is controlled. Comfortability because it's really easy to use something you've been doing for years. Loyalty because they've had same email address for years. Lack of time because it's just to hard or difficult to setup a new email. Those email providers are free, and that's always a good thing!
Q: How can I ensure that everybody gets my emails?
A: You can't. But you can do a lot to improve your chances, like getting a perfect score on mail-tester.
Q: My emails are neither in the inbox nor in spam
A: Did you know that more emails are blocked than caught in a spam filter? That means they disappear completely. If that's your case, the server you're sending from is most probably blacklisted. It's time to change your sending method.