Test where your email is landing.
A server accepting your email does not mean it reached the inbox. Check sender setup before you send, then use test mailboxes to spot delivery problems.
Investigate Friday’s launch
- Audience checkedPermission, do-not-contact rules, and recent activityReady
- Sender setup checkedSPF, DKIM, DMARC, and sending domainAligned
- Test mailboxes reviewedResults separated by email provider3 shifts
- Change proposedExact revision waits for approvalReview
SavedPlacement review ready
The same campaign revision, diagnosis, and proposed changes are ready for a decision.
- Details
- Visible
- Checks
- Ready
- Action
- Waiting
The basics
What is email deliverability?
Email delivery means the receiving server accepted a message. Deliverability describes where accepted mail is placed, such as the inbox, a category, or spam.
Placement depends on several factors, including sender authentication, domain and IP history, list quality, content, and recipient behavior. Each mailbox provider weighs them differently.
Example / after you send
Accepted by a mail server does not mean it reached the inbox.
After accepting an email, the provider checks the sender, the message, and its own rules. It can then place the email in the inbox, another tab, spam, or nowhere visible.
Accepted
Server accepted
The receiving server has taken the email for delivery.
Provider checks
Message evaluated
Sender authentication, proof of who sent it, along with sending history, content, and provider rules influence the destination.
Where it may go
Possible outcomes- InboxMain inbox
- Other tabPromotions or another tab
- SpamSent to spam
- Not shownNo visible destination
Mailbox check
Destination recorded
Test mailboxes show where the email arrived. Server logs alone cannot prove that.
- AcceptedServer handoff
- The receiving server took the email.
- PlacedMailbox check
- The mailbox destination was recorded.
- SeenHuman action
- A person noticing it is not guaranteed.
Example journey only. These destinations show what test mailboxes can report; they are not results from a customer campaign.
Catch delivery problems while there is still time to act
Moosewave shows test-mailbox placement by provider before and during a campaign. This seed list result is a sample, not a promise for every recipient.
Domain checks inspect published SPF, DKIM, DMARC, and BIMI records. When something is missing or the domains do not match, the report names the record to review.
- Test-mailbox (seed list) placement by provider for each campaign
- SPF, DKIM, DMARC, and BIMI checks against published DNS records
- Automatic do-not-send rules after complaints and permanent bounces
- Audience rules that treat opens as trends, not proof of a read
Learn the details
Practical guidance, when you need it.
Open the question that matters to you. The core product workflow is above; these sections explain the underlying concepts and tradeoffs.
Placement factorsWhat affects whether an email reaches the inbox?
Mailbox providers consider several factors together. Authentication proves who sent the email. Sending history, complaints, failed deliveries, recipient response, and message structure help show whether it is wanted.
No single setting guarantees inbox placement. Start with correct authentication, valid permission, clean recipient data, consistent sending, and an easy way to unsubscribe.
- Authentication
- Checks that help receiving servers confirm who sent the message. SPF, DKIM, and DMARC are the main email authentication standards.
- Domain reputation
- A mailbox provider's view of mail from your domain, shaped by sending history and recipient responses.
- IP reputation
- A provider's view of mail from a sending IP address. Shared and dedicated IPs carry different management tradeoffs.
- Recipient response
- Actions that suggest people wanted or rejected the mail, such as replies, unsubscribes, and spam complaints. Senders cannot see every factor a provider uses.
- List hygiene (list cleaning)
- Keeping invalid, permanently bounced, unsubscribed, and unresponsive addresses out of future marketing sends.
- Content and structure
- The message's links, domains, images, text alternative, headers, and overall consistency with the sender's identity.
AuthenticationHow do SPF, DKIM, DMARC, and BIMI actually work?
SPF lists the servers allowed to send for a domain. DKIM adds a digital signature. DMARC checks whether SPF or DKIM matches the domain shown in the From address.
BIMI lets a domain that meets provider requirements publish a brand logo. A message can pass SPF or DKIM but fail DMARC when the domains do not match.
Scroll to compare
| Standard | Question it answers | Where setup lives | If it fails |
|---|---|---|---|
| SPF | Is this server allowed to send for this domain? | Text record in the domain's DNS settings | Message may be marked or rejected |
| DKIM | Was the message altered after signing? | Public key in the domain's DNS settings | Signature fails; provider may trust it less |
| DMARC | Does SPF or DKIM match the visible From address? | Policy in the domain's DNS settings | Provider may monitor, quarantine, or reject |
| BIMI | May we show this sender's logo? | Logo record and any proof the provider requires | The provider may not show the logo |
Seed list testingWhat is seed list testing, and what does it prove?
A seed list is a set of test mailboxes across providers. Include those addresses in a send, then check whether each copy reached an inbox, category, spam folder, or nowhere.
Seed results are a small test sample, not a guarantee for every recipient. Test mailboxes lack each customer's history, so compare placement with provider and audience data.
Open-rate limitsWhy did our open rates stop being reliable?
Apple Mail Privacy Protection and similar features can load tracking images without a person reading the message. That makes recorded opens an imperfect measure of attention.
Use opens to compare trends, not as proof of a read. Filtered clicks, replies, completed goals, and unsubscribes give clearer context, though scanners can still affect clicks.
Reputation recoveryHow do you recover a damaged sending reputation?
Recovery time varies by provider, history, volume, and the cause of the problem. First pause risky sends, check authentication, remove invalid addresses, and review permission and complaints.
Resume carefully with people who recently clicked, replied, or purchased, then watch each provider. Changing domains does not fix poor audience or sending practices and removes established history.
Common questions
What is a good email deliverability rate?
There is no universal target. Review inbox placement by provider and audience over time. Delivery rate alone only shows server acceptance, not where the message appeared.
Does buying a dedicated IP improve deliverability?
Not automatically. Dedicated IPs give you more control but need consistent volume and a gradual start. A well-managed shared pool may suit lower or irregular volume better.
Why do my emails go to the Gmail Promotions tab?
Promotions is an inbox category, not the spam folder. Gmail does not publish every factor it uses, so focus on accurate identity, expected content, permission, and useful messages.
How long does it take to warm up a new sending domain?
There is no fixed timeline. It depends on volume, consistency, recipients, and provider response. Increase gradually, start with people who recently acted, and pause if complaints or bounces rise.
Does an unsubscribe link hurt deliverability?
A clear unsubscribe helps people leave without using the spam button. Major providers also require one-click unsubscribe for certain high-volume marketing senders; check each provider's current rules.
Check how the message is landing.
The guided demo uses sample data and does not send anything. It shows where this capability fits in a complete customer journey.