When you’re just like the 41% of e-mail advertising and marketing execs who responded to our 2023 State of Email survey, e-mail advertising and marketing is your handiest advertising and marketing channels. However do you know over 14 of all emails by no means make it into the inbox?

Whereas e-mail deliverability can really feel like a little bit of a thriller at instances, you don’t need to cross your fingers and hope that your messages find yourself the place you propose. With Litmus Spam Testing, you’ll be able to determine and repair points that may in any other case land your emails in spam—lengthy earlier than you hit ship.

Learn on to study extra about why spam checks are so vital, what they can assist you determine, and methods to conduct them.

What’s Litmus Spam Testing?

Litmus Spam Testing scans your emails in opposition to 20+ completely different checks, figuring out any points that would stop you from touchdown within the inbox. Better of all, it offers actionable recommendation for how one can repair them, earlier than you hit ship.

What components have an effect on e-mail deliverability?

Lots of components can have an effect on your e-mail deliverability. Litmus’ pre-send spam take a look at provides you perception into what may get your e-mail marked as spam so you’ll be able to repair any points earlier than you press ship. Listed here are the principle filters it checks in opposition to and why they matter.

E mail authentication

E mail authentication appears on the supply of an e-mail to see if it’s legitimate. Additionally referred to as area authentication or validation, e-mail authentication helps stop spoofing and phishing scams (like emails meant to appear like they arrive from Amazon or your financial institution—however don’t).

Listed here are a few of the authentications our e-mail spam take a look at considers:

  • DomainKeys Recognized Mail (DKIM). Exhibits that your e-mail is related along with your area. In flip, this primarily permits your group to say duty in your e-mail.
  • Area-based Message Authentication, Reporting & Conformance (DMARC). Meant to fight phishing and helps you determine if a sender is trying to impersonate you.
  • List-Unsubscribe. An elective e-mail header that permits for a simple and constant unsubscribe motion.
  • Sender Coverage Framework (SPF). Permits a website proprietor to point a number of IP addresses or domains that may ship mail on their behalf through a DNS TXT entry.
  • TLS. STARTTLS, or Opportunistic TLS. Provides senders the flexibility to encrypt e-mail in transit.
  • Model Indicators for Message Identification (BIMI). A method for inbox suppliers to confirm details about your model. Lets you show a sender brand alongside your messages within the inbox for higher belief and visibility.

Placement filters

Placement filters consider emails in opposition to a set of standards—which modifications over time. These filters are taking a look at a mix of engagement, fame, authentication, formatting, and content material and phrase triggers. Litmus Spam Testing checks your e-mail in opposition to the next placement filters:

  • AOL Mail
  • Gmail
  • GMX
  • GoDaddy
  • G Suite
  • Mail.com
  • Mail.ru
  • Workplace 365
  • Outlook
  • Net.de
  • Yahoo

Rating filters

These scores present you the chance a spam filter device will catch your e-mail and put it in somebody’s spam inbox.

  • Barracuda. Barracuda Necessities for E mail Safety is a complicated anti-spam and e-mail evaluation device usually utilized by massive organizations.
  • Microsoft Trade On-line Safety. Makes use of a built-in malware and spam filter to judge and rating e-mail.
  • Outlook Desktop. Outlook comes with a built-in junk e-mail filter that “learns” spam emails over time.
  • SpamAssassin. An open supply spam filter that analyzes e-mail headers and physique textual content by utilizing textual content evaluation, bayesian filtering, DNS blocklists, and collaborative filtering databases.

Blocklist filters

A blocklist is a real-time assortment of senders considered sources of spam or different varieties of e-mail abuse. Blocklist suppliers could use a mix of spam traps, spam complaints, and different proprietary knowledge sources as standards for including a sender to a blocklist. Inbox suppliers usually preserve their very own proprietary blocklists, utilizing them together with unbiased, third-party blocklists.

Why is e-mail spam testing vital?

You’ll be able to’t have a look at an e-mail and know if it can land in a spam folder.

Avoiding the spam folder requires a lot greater than not utilizing sure phrases or symbols in your e-mail topic traces. There are such a lot of points that would doubtlessly land you within the spam folder you can’t predict as doable points manually—from blocklists to e-mail content material to various scores and weights {that a} spam filter makes use of to determine whether or not an e-mail is spam.

In truth, on the heels of an e-mail filtering invoice alleging that political e-mail communications are unfairly put into spam, Google is now in talks with lawmakers to discover a pilot program that will “present extra transparency into e-mail deliverability, whereas nonetheless letting customers defend their inboxes by unsubscribing or labeling emails as spam.”

Emails within the spam folder waste your alternative

Practically 65% of e-mail entrepreneurs who responded to our 2023 State of E mail report ranked e-mail amongst their prime three most vital advertising and marketing channels. In case your emails are touchdown within the spam folder, you’ve missed out on all that chance!

Shield your e-mail deliverability and sender fame

Spam testing can assist you notice—and proper—points earlier than you ship, defending your e-mail deliverability and sender fame.

Maximize your possibilities of participating subscribers

You’re sending emails to have interaction subscribers with some purpose in thoughts. However the methods wherein they have interaction along with your messages additionally reveals inbox suppliers folks truly need to have interaction along with your messages. After they know you’re a trusted sender, inbox suppliers usually tend to put your messages the place you need them—the inbox!

What’s Litmus Spam Testing?

Litmus Spam Testing scans your emails in opposition to 20+ completely different checks, figuring out any points that would stop you from touchdown within the inbox. Better of all, it offers actionable recommendation for how one can repair them, earlier than you hit ship.

Tips on how to get began with Litmus Spam Testing

There are a couple of different ways to run a spam test in Litmus.

Run a spam take a look at in Litmus

To run a whole verify in opposition to all filters, first log in and navigate to the Check tab. From there, choose “View and create spam checks” within the slider menu.

Right here, you’ll be capable to begin a brand new spam take a look at or see the outcomes of a current one.

Run a spam take a look at utilizing ESP Sync

It’s also possible to use ESP sync to decide on an e-mail out of your drafts to ship into Litmus once you begin a brand new spam take a look at.

 

Run an abbreviated spam take a look at

Lastly, you’ll be able to run an abbreviated spam take a look at every time you ship in a take a look at e-mail to Litmus.

Merely ship your e-mail to Litmus utilizing your Litmus take a look at tackle. Then navigate to the underside of your Previews & QA outcomes.

It will present you your DKIM, DMARC, SPF and BIMI authentication outcomes, in addition to the Outlook Desktop filtering and area blocklist outcomes.

Essentially the most vital errors will normally present up in your authentication, so this abbreviated take a look at highlights key outcomes.

An image that's a screenshot listing out the results of a spam filter test in Litmus.

How do you interpret the spam take a look at outcomes?

As soon as your spam take a look at has run, you’ll see a high-level abstract of your outcomes. From right here, you’ll be able to drill deeper into points that have been uncovered.

Litmus Spam Testing outcomes

If a filter reveals a inexperienced sq. or says “Handed”, you’re good to go!

If a filter reveals a yellow sq. or is marked as a minor challenge, you’ll be able to nonetheless transfer ahead along with your ship. Nonetheless, it’s a good suggestion to evaluation what the filter flagged so you’ll be able to monitor the difficulty. Unaddressed points can turn into vital over time.

If a filter reveals a crimson sq. or is marked as a vital challenge, don’t hit ship till you resolve the problems flagged. While you click on to evaluation the outcomes of that filter, you’ll see a sidebar with beneficial motion steps. You could need to contain the person who manages your e-mail infrastructure that can assist you work out  points to resolve earlier than you proceed sending emails.

If a filter is unavailable, that implies that we didn’t obtain your take a look at. There could possibly be a number of causes for this that we will help troubleshoot.

Why that you must run spam checks usually

E mail shoppers replace each 1.2 days on common, and you could be fully unaware of the modifications. In the identical method, the algorithms for spam filters replace usually. And generally, your IT or dev group could change an IP tackle with out realizing it impacts e-mail. At any fee—an e-mail spam take a look at helps preserve you within the know!

Touchdown within the spam folder is extra than simply unhealthy in your advertising and marketing campaigns and fame. It prices you within the type of wasted sources, misplaced income and missed alternatives to attach along with your subscribers. In some circumstances, it might even require hiring an organization to repair your sender fame.

Make it a greatest observe as a part of your e-mail workflows to run spam checks usually, and preserve your e-mail campaigns alive and effectively!

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