Measuring, monitoring and tracking email deliverability with an email checker

By Mitch Rice

Running an email spam check is vital for any b2b campaign. Find out what an email checker is for and what it can do. 

What an email spam check can provide for assessing a user’s delivery rate

Whenever some company initiates a sales campaign, an email checker proves to be the one of the most useful tools. What is it usually used for?

-notifying a user of what is damaging his Sender Score; 

-besides, running a thorough email spam check assessing one’s domain health and email rejection percent;

-providing users with tips on how to get rid of issues they have. 

Good deliverability is based on a number of what basic notions that an email checker tends to measure. Among those basic things are IPR (inbox placement rate), domain reputation, email bounce rate etc. A good and reliable email spam checking app (like the one from Folderly) will provide a company with all the delivery rate statistics and pieces of advice on what can be done to make sure the issues are eradicated for good. The following article is meant to give users an image of what deliverability consists of, how to assess it with an email tester and get rid of existing and potential problems. 

What exactly is an email spam check meant to assess?

Let’s deal with things touched upon in the process of spam testing more closely. Why is it important to be familiar with these things? The answer is quite trivial: knowing the basics helps b2b businesses run their campaigns strategically correctly and just predict issues an email checker is made to notify about.

As it was mentioned above, among the key parameters  is inbox placement rate (IPR). The latter is the statistics of how many e-letters find their way to prospects’ inboxes and how many of them – to spam folders. Therefore, the IPR metric has to be monitored and kept on a high level. 

Also, emails may be rejected by recipient servers due to:

-one’s domain records being out-of-date;

-the signature having unnecessary attachments;

-open/click tracking software being unable to run a full email spam check and marking unchecked letters as suspicious; 

-spam trigger words having been used in mail to prospects.

Using an email spam checker to care about domain reputation 

High deliverability is made of a lot of things, one of which is the health of a company’s domains.This is a parameter kept track of by any ESP. The healthier a domain is, the better deliverability is and therefore the more business leads are generated through an email campaign. And it’s never a bad call to let a highly professional b2b lead generation company such as Folderly run your b2b campaigns for you. As a product of the b2b lead generation company Belkins, Folderly has been providing b2b lead generation services to various major companies for years. Lots of businesses have increased their ROI thanks to us. 

Satisfactory domain reputation is achieved via establishing good relationships with all of a company’s receiving servers, not just one of them. Adhering to a sending schedule, running regular checks and sending emails designed to provoke favourable reactions are necessary to achieve a domain’s high level of health. 

What does your spam checker mean by “email bounce rate”?

Not the last thing influencing what one will see after having run a spam test is e-letter bounce rate. When an email is bounced, it means it has been rejected by the ESP. No successful b2b lead generation is possible if a company’s emails continue to be bounced.The types of bounces are soft and hard ones.

There are usually no reasons for worrying about an e-letter having been bounced softly. Soft bouncing means that it happened due to connection or technical issues. However, hard bounces indicate the existence of deliverability issues preventing emails from landing in target audiences’ inboxes. That’s when the ESP will take measures to block a presumably spam server letters from which continue to be bounced in a hard way. Apparently, there’s no need to repeat the obvious thing: hard bounces are a real disaster for any b2b campaign. Thus, one shouldn’t delay solving issues that make his emails be rejected in a hard way. 

And email spam checker reacts favourably to authenticated users

Being able to authenticate oneself as a sender is vital for any successful email related activity. ESPs always check authentication very thoroughly due to the immense number of spammers out there on the Internet. 

Proving that one is an authenticated user requires a number of not really things to be done. 

-providing an SPF record;

-sending emails on a regular basis but not exceeding daily limits; 

-adhering to a certain schedule in running one’s email campaigns;

-avoiding sending e-letters to invalid or non-existent addresses.

How will it help the ESP recognize you as non-spammer? After having studied all the things stated previously in the article the answer shouldn’t be difficult to figure out. Carrying out the above-mentioned activities is recorded in the ESP’s digital archives and then processed . It is done so that the provider could come up with a verdict on whether you’re an authenticated user or not. 


Run a regular email spam check to find out if the domain’s on some blacklist 


A blacklist is needed to differentiate between law abiding users and those domains and servers which have been caught while running various suspicious activities. The question “Why am I blacklisted?” is a frequent one but it’s hard to give one final answer here. The thing is, types of blacklists are numerous and so are reasons for getting blocked.

One of the reasons for getting blacklisted may be exceeding the sent email volume limit. Usually exceeding the volume of 100 emails makes blacklists suspect a server of belonging to spammers. Using seed lists of poor quality is also dangerous for a b2b campaign in the long run. Even though there may be hand-curated emails on a company’s list, this data has to be re-checked over time. The reason for that lies in e-addresses’ ability to expire, disappear or get changed. Sending to an inactive inbox may result in your server getting labelled as spammy.