How to Choose the Best Email Deliverability Tool for Your Needs

Need an email deliverability tool but don't know which one to choose? Learn all you need to make a sound decision, including budget, latest technology, and dedicated support teams.
Do you want your emails to reach their target inboxes efficiently, without ending up in the junk folder?

If so, you need accurate and robust email deliverability tools to ensure that the messages you send out are safe from being blocked or flagged as spam. Choosing which tool will best meet your needs can seem daunting at first — but don't worry!

We're here to walk you through some key factors to consider when investing in email deliverability software.

Read on for our guide on how best to choose the perfect solution for your startup!

What is an Email Deliverability Tool?

Email deliverability tools improve your chances of landing in the primary inbox. They include features such as: Email and inbox warm-up tools to build trust with email service providers.

An email deliverability tool is critical for anyone engaging in email marketing or sales. Its primary function is to enhance the chances of your emails reaching the intended recipients' inboxes and avoiding being flagged as spam.

These tools typically offer features like email authentication, ensuring your emails are recognized as legitimate by implementing protocols such as SPF, DKIM, and DMARC.

What is the Goal of Email Deliverability Tools?

The goal of email deliverability tools is to improve the chance of successful email delivery to intended recipients while minimizing the risks of spam designation or email bouncing.

A good email deliverability tool has essential functions, such as:

  • Monitor and manage sender reputation (IP address and domain)
  • Improve email authentication and prevent spoofing
  • Validate and verify email list to reduce bounce rates
  • Monitor inbox delivery and identify potential issues that may interfere with deliverability
  • Provide detailed reports and analytics on open rates, click-through, bounce rates, health scores, etc.

Steps on Choosing the Best Email Deliverability Tool

1- Define Your Needs and Desired Outcome

Setting sail on the quest for the right email deliverability tool requires a solid map. Before navigating the vast sea of options, take a moment to chart your course.

Here's your compass:

  • Clarify Your Goals:
Clearly state your short and long-term objectives for your email campaigns. Are you seeking to increase open-and-click rates, enhance conversions, or boost overall audience engagement?

  • Evaluate Your Current Position:
Monitor your ongoing email efforts. Examine open rates, click-through rates, bounce rates – assess the entire landscape. Identify areas of improvement or potential risks.

  • Navigate Your Metrics:
Examine your data insights. Can you effectively measure and analyze key performance indicators such as bounces, complaints, opens, clicks, and unsubscribes?

  • Address Deliverability Challenges:
Consider your approach to handling deliverability issues. Do you have a reliable system for receiving alerts, or are you sailing blind when problems arise? Consider whether you need external support or if your current setup can weather the storm.

  • Evaluate Your Team:
Take stock of your team. Do you have an expert in-house to navigate the technicalities of email deliverability, or do you need additional support? Understand the expertise within your crew to ensure a smooth journey.

2- Establish Budget

Before committing to any subscription, it's crucial to define your budget for email deliverability tools.

Ask yourself, "How much am I prepared to invest in these tools, and what kind of return on investment (ROI) am I anticipating? Does the expected ROI justify the expense?"

While it's important to be mindful of the costs involved, it's equally important to recognize that email marketing consistently yields high returns on investment. Consider the immediate expenses and the potential long-term benefits and efficiencies gained through effective email deliverability tools. Additionally, be aware of any hidden costs, such as setup fees or additional features that might come with an extra price tag.

Evaluating the balance between short-term costs and long-term gains will guide you in making a financially sound decision for your email marketing efforts.

3- Specify Your Non-Negotiables

As you navigate the landscape of email deliverability tools, it's essential to define your non-negotiables—those features or characteristics crucial for your email campaigns' success.

Consider the following points:

  • Must-Have Features:
Identify the features that are non-negotiable for your specific needs. Whether it's advanced analytics, robust list management, or seamless integration with other tools, prioritize what is indispensable for achieving your email marketing goals.

  • Integration Requirements:
Determine if the tool seamlessly integrates with your existing systems and workflows. Compatibility with your current tech stack can streamline operations and enhance overall efficiency.

  • User-Friendliness:
Assess the user interface and overall user experience. A tool that aligns with your team's proficiency level and workflow preferences can significantly impact how efficiently you can harness its capabilities.

  • Customer Support:
Evaluate the level of customer support provided by the tool. Quick and reliable support can be invaluable, especially when facing unexpected challenges or requiring assistance with the tool's functionalities.

  • Scalability:
Consider the scalability of the tool. Ensure it can grow with your business and accommodate increased email volumes or expanded functionalities as your needs evolve over time.

  • Compliance and Security:
Verify that the tool sticks to industry regulations and data protection standards. Security is critical when dealing with sensitive customer information, and compliance ensures you operate within legal boundaries.

4- Explore Different Options

  • Market Research:
Conduct thorough market research to identify a range of email deliverability tools. Explore reputable sources, read reviews, and gather insights into the strengths and weaknesses of various options.

  • Vendor Comparison:
Create a list of potential vendors and compare their offerings. Evaluate features, pricing structures, and user reviews to comprehensively understand each tool's capabilities.

  • Trial Periods:
Take advantage of trial periods offered by vendors. Testing the tool's functionalities in a real-world scenario allows you to evaluate its performance and suitability for your specific needs.

  • User Feedback:
Seek feedback from current users of the tools you're considering. Their experiences can provide valuable insights into the practical aspects of using the tool and any potential challenges they may have encountered. You can also get feedback from featured customers or the person who referred the tool to you.

  • Consider Your Team's Needs:
Take into account the preferences and proficiency of your team. An email deliverability tool that aligns with your team's workflow and technical capabilities will facilitate smoother integration and usage.
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5- Choose the Best One For You!

  • Prioritize Value over Cost:
While cost is a key consideration, prioritize value when making your final choice. Look beyond the price tag and assess the overall package offered by the email deliverability service provider.

  • Consider the Full Package:
Evaluate the comprehensive offerings of each service provider. A holistic approach ensures that you're not only meeting your immediate needs but also aligning with a tool that can grow alongside your evolving requirements.

  • ROI Potential:
Recognize the potential Return on Investment (ROI) that an effective email deliverability tool can bring. 18% of companies acquire an amazing 7000% ROI from email marketing. Sometimes, investing more upfront can lead to significant returns in email deliverability and overall business growth.

  • Reputation Matters:
Factor in the reputation of the service provider. Opt for a trusted and reputable service, even if it means a slightly higher investment. A reliable provider can be a strategic partner in enhancing your email deliverability and overall marketing success.

Key Email Deliverability Tool Standards to Consider

1- A Dedicated Support Team

Having a solid support team is like having a reliable friend on speed dial. It's not just about the tech; it's about the people behind it.

Before you sign up for any tool, throw these questions at them:

  1. How Quick Are They to Respond?
  2. Are They Friendly?
  3. Do They Actually Help?
  4. Do Other People Like Them?

A top-notch support team isn't just about fixing things when they go wrong; it's about guiding you based on their experience. And, of course, every plan should come with some hand-holding at the start—helping you set up the tech stuff, figuring out what's up with your content, and offering suggestions that make sense for your gig.

Choosing an email tool with a support team that feels like your tech-savvy friend ensures you're in good hands for the email journey ahead.

2- Use of the Latest Technology

Considerations regarding technology should revolve around innovation, user-friendliness, integration capabilities, automation features, and security measures.

A forward-thinking tool continually adapts to the latest tech trends, ensuring it doesn't lag behind in a rapidly evolving landscape. User-friendliness is paramount, as technology should improve, not complicate, your email management experience. Look for a tool that seamlessly integrates with other applications, fostering a collaborative and streamlined work environment.

Automation capabilities should be a hallmark of the latest technology, easing your workload and enhancing the efficiency of your email campaigns. Additionally, robust security measures are non-negotiable, ensuring the safeguarding of your data and emails.

Choosing an email deliverability tool that embraces cutting-edge technology positions you to not only keep pace with industry advancements but also to lead the way in crafting a more efficient and effective email strategy.

3- Easy Onboarding

The onboarding process should be more like a friendly welcome than a technical obstacle course. It's all about simplicity—no need to feel like you're solving a complex code. Think of it like following a recipe: clear, straightforward, and leaving you confident about what you're doing.

A good onboarding experience also comes with a helping hand. Whether setting up your tech infrastructure or figuring out the ins and outs of your first email, having someone there to guide you makes all the difference.

And let's keep it free of confusing tech jargon; after all, you're here to send emails, not get lost in a sea of technical terms. The onboarding process should be a smooth initiation, making you feel at ease and ready to navigate the exciting waters of email deliverability.

4- Knowledge of Email Deliverability

You want someone who knows the rules inside out. Here's what to look for:

First off, think of it like this: you wouldn't want a coach who doesn't know the game, right? Similarly, your email tool should be well-versed in the world of email deliverability. It's not about rocket science; it's about understanding how emails move through the digital world, avoiding the pitfalls of spam folders, and ensuring your messages reach where they're supposed to.

Imagine your email deliverability tool as your savvy teammate who knows the best plays to get your emails into inboxes. They should be familiar with the dos and don'ts of email best practices, like avoiding sketchy tactics that might raise red flags with email providers.

So, when you're scouting for an email tool, make sure they're not just another player on the field but a knowledgeable teammate who can skillfully navigate the game of email deliverability, ensuring your messages score big with your audience.


Taking the time to understand your email deliverability tool and how its features can work for you is essential. It's an investment in your online presence with lasting effects, as it has the potential to distinguish your messages from spam, grow relationships with customers, and generate leads.

Finding the right tool for you is a process that must be thoughtfully considered- have an understanding of what key features are critical, compare the costs associated with each provider, evaluate customer service and support options- this will ensure you make an informed decision when selecting a provider.

With these tips in mind, you're on track to improve your email deliverability and capitalize on potential opportunities.

Ready to get started? Improve your email deliverability by starting a free trial for Unfiltered's warm up tool.

Our comprehensive system will check all your boxes and help boost delivery rates quickly so you experience optimal success in email delivery.
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