New York Office


Here are some of the tools that I use and recommend to my clients:

1. Email analysis

You should always start by analyzing your emails using either one of these 2 services: Mail Tester or Mail Genius. People often ask me which one is better. There's no good answer here. Both have good and different perspectives to the analysis process.
I recommend, that for every tool/app you use to send emails, always run a test first. For example, if you use Ontraport for email broadcasts and GSuite for standard emails, you should check both as you can have different results with each one.

2. Domain reputation

Since Google is one of the biggest email providers, it's good to know what Google thinks about your emails. You can use a free application called Google Postmaster to analyze your email performance and get to know the domain reputation, IP reputation, spam rate, or delivery errors. It's only based on emails that you send to other Gmail users - but for most lists, this is about 40-50% of users. So, it gives you a pretty solid idea.

3. Inbox placement test

If you think that your emails are going to spam or your clients are telling you that your emails are ending up in their spam folder, it's good to run an inbox placement test to see which mailbox providers you have the most problems with. For this, you can use Glock Apps, and it's quite simple:

1) it provides you a list of email addresses that you can use to test,

2) you send a test email to this list,

3) they provide a simple report where you can see which emails ended in the spam folder.


Apart from that, it'll also check the authorization, health of the IPs used for sending the emails, and if the content isn't too spammy.

Don't send too many of these tests as these emails are not opened or clicked. If you send too many, it can hurt your deliverability.

4. Blacklists

Do you even know if some of your emails are being delivered? For this, you need to know if your domain and IP address are blacklisted or not. MXToolBox is a good tool to check that out. It checks over 100 blacklists, including some of the most important ones such as:

  • Spamhaus (SBL)

  • Composite Blocking List (CBL)

  • XBL Exploits Block List

  • Spamcop (SCBL)

  • Passive Spam Block List (PSBL)

5. Email Domain health

Using the MXToolBox, you can identify every problem facing your domain, including blacklists, mail server, web server, and DNS issues. The great part is that you can get it all in one concise report.This tool will check your settings, your DNS records, and look for potential problems:​



6. Domain authentication

Email authentication is now more important than ever. Mailbox providers really want to see that the emails they are receiving are from trustworthy source and not sent by an impersonator. And not only that, you also want to protect your brand and identity online. There are several options that can check the authentication of your domain using SPF, DKIM, and DMARC. They'll identify the most common issues like multiple SPF records. If you already have those records set up, it'll simply show mailbox providers that emails sent from your domain are legit and that you care about the security of your emails.



​To identify if anyone is sending emails on your behalf, and to check all of your email sources for SPF, DKIM and DMARC, it's best to use one of the DMARC report analyzers. They get DMARC reports from major mailbox providers and put them together in one table. I use the MxToolBox Delivery Center.

7. Clean the list

Over time, you might accumulate emails on your list that no longer exist, that are not being used anymore, have typos, etc. So, to make sure you keep your list consistently clean and keep your bounce rate under 1%, I recommend you to try out Never Bounce (affiliate link below).
If you decide to use it, make sure you apply this code for a 10% discount: welcome10.

8. Next steps

Once you've got your emails properly set, the next step is to take care of who you send your emails to. You want to send emails to contacts that engage with your content. If the majority of your contacts don't engage with your emails (they don't open the emails, don't click them, etc.), they are more likely to end up in spam. This is why you should not send emails to contacts that have engaged with your emails in the last 6 months or less. I know it's difficult to cut off some of these contacts, as in most cases you had to pay for the traffic (e.g. FB ads). But if they haven't opened an email from you in the last 6 months, they're probably not the right fit anyway. Someone who has just recently joined your list is much more likely to purchase something from you, but they might miss your emails because they go to spam.

In some cases, you might even need to cut off your list to just those contacts that have engaged with your emails in the last 90 days (or even 60 or 30 days) - it'll depend on the composition of your list, frequency, and type of emails you send.

To get an idea of what approach is best for you, split your audience into 3 groups (active in the last 0-90 days | 91-180 days | 181+ days) and send the same email to all of them. You'll have a better idea of the the open engagement rate for each of these groups - it should be at least 15-20%.

For these contacts that don't make the cut, you can also choose to do an email campaign with a couple of those emails to try to get their attention back. Offer them a free gift (online course, PDF) or a discount on any of your products. Just remember to mention that discount or free gift in your email subject - make it as eye-catching as possible. Otherwise,they'll probably not be opened if you use a standard subject line.

9. Need more help?

If you need more help with improving your deliverability, you can contact me using the form below or you can schedule a call.

Feel free to read the testimonials below to get a better feel of how I can help you.


“Jan is efficient and very easy to work with, explains things clearly, and has always delivered a professional job. I would recommend Jan to anyone sending emails to a list of whatever size - it does make a difference.”

Newquay, Cornwall, United Kingdom

Tel. (+44) 07449 288 693

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