Keen to make sure your cold emails actually land in inboxes—not the spam folder? You’re not alone. Most folks think hitting “send” is enough, but if you don’t track your deliverability, you’re basically flying blind. This guide is for salespeople, founders, marketers, or anyone who’s serious about getting cold emails seen.
Let’s break down how to use Mailreach to actually see what’s happening to your emails, and what you can (and can’t) do about it.
Why Email Deliverability Actually Matters
You can write the best email in the world, but if it never hits the inbox, it’s worthless. Deliverability is about making sure your emails:
- Don’t get dumped in spam (or worse, blocked outright)
- Actually show up where people might read them
If you’re sending cold emails (especially lots of them), you’ll run into problems fast. ISPs (like Gmail, Outlook, etc.) are constantly tweaking filters. What worked last month might not work today.
Tracking deliverability is the only way to know if your emails are being delivered—and if not, why.
Step 1: Set Up Mailreach for Deliverability Monitoring
First things first: before you can analyze anything, you need data. That means connecting your sending accounts to Mailreach and letting it start monitoring.
How Mailreach Works (Short Version)
Mailreach sets up a network of inboxes across major providers (Gmail, Outlook, Yahoo, etc.). When you send emails as part of the “warm-up” process, these inboxes report back where your messages landed (inbox, spam, promos, etc.).
It’s like having spies inside every major email service, telling you what actually happens to your emails.
Getting Started
- Connect your sending email accounts.
- Use the provider-specific integration (Gmail, Outlook, SMTP, etc.).
- Make sure you connect the actual accounts you use for cold outreach.
- Set up warming (if you haven’t).
- Warming isn’t just for new domains. It keeps your sending reputation healthy.
- Mailreach will send and receive emails for you, simulating real conversations.
- Give it a few days.
- You need a baseline. Don’t obsess over numbers in the first 24 hours.
Pro tip: Don’t mix legit outreach with test domains or throwaway accounts. You want real data, not noise.
Step 2: Understand the Main Deliverability Metrics
Mailreach spits out a ton of stats. Here’s what actually matters—and what you can mostly ignore.
Key Metrics You Should Watch
-
Inbox Rate
What percent of your sent emails actually landed in the inbox (not spam or promos)?90%+ is ideal. Below 80%? You’ve got a problem.
-
Spam Rate
How many of your emails went straight to spam?Anything over 10% is cause for concern. Over 20% is a fire alarm.
-
Promotions/Other Tabs Rate
How many land in Gmail’s “Promotions” or Outlook’s “Other”?These aren’t as bad as spam, but most people ignore these tabs.
-
Missing Rate
Emails that never showed up anywhere (sometimes blocked outright).High missing rates often mean you’re getting blacklisted or throttled.
-
Reply Rate (on warmup emails)
How many test emails got a reply back from Mailreach’s network?This helps simulate real conversations, which ISPs like.
Metrics to Ignore (Mostly)
-
Open Rate (on warmup emails)
These are artificial opens generated by Mailreach’s test inboxes—not real prospects. -
Clicks (on warmup emails)
Same story. They don’t reflect real-world engagement.
Focus on inbox, spam, and missing rates. Everything else is noise for cold emailers.
Step 3: Analyze the Results—What’s “Good” and What’s “Bad”?
Numbers are just numbers unless you know how to read them. Here’s how to interpret what you’re seeing:
If Your Inbox Rate Is Above 90%
- You’re in good shape. Keep doing what you’re doing.
- Minor fluctuations are normal—don’t panic over a 2% dip.
If Spam or Missing Rates Are Rising
- Check when the spike started. Did you change your sending volume, template, or list?
- Are certain providers (Gmail, Outlook) worse than others?
- Is this a one-day blip, or a trend over several days?
If Promotions/Other Tab Is High
- Gmail and Outlook are aggressive about filtering.
- “Promotions” is better than spam, but your open rates will suffer.
What Actually Causes Deliverability Drops?
Here’s the unvarnished truth:
- Sudden jumps in sending volume freak out ISPs.
- Generic, mass-blasted templates trigger spam filters.
- Bad lists (old, purchased, or scraped emails) get you flagged.
- Too many links or attachments make you look like a spammer.
- No real replies (one-way “blasts”) can hurt your reputation.
Mailreach can show you the symptoms, but you need to diagnose the cause.
Step 4: Take Action Based on What You See
Knowing the numbers is only half the battle. Here’s what to actually do:
If You’re Landing in Spam
- Slow down sending volume.
Don’t go from 20 to 200 emails a day overnight. - Change your content.
Ditch spammy words (“free,” “guaranteed,” “act now”).
Break up big blocks of text. Remove unnecessary links. - Clean your list.
Remove bounces, unengaged contacts, and any emails you bought. - Keep warming.
Don’t stop the warmup just because things look okay one week. - Rotate sending addresses/domains (carefully).
If you’re burned, sometimes you need a fresh sender—but don’t overdo it or you’ll look even more suspicious.
If Too Many Emails Land in Promotions
- Shorten your emails.
The more your message looks like a newsletter, the worse. - Personalize.
Custom intro lines, unique subject lines, and real signatures help. - Limit images and formatting.
Plain text is safest.
If You’re Missing Altogether
- Check DNS records.
Make sure SPF, DKIM, and DMARC are set up correctly. - Avoid sending to spam traps.
Old lists can include these and get you blocked. - Check blacklists.
Tools like MXToolbox can tell you if your domain or IP is flagged.
Pro tip: Don’t chase “perfect” deliverability. Chasing 100% will drive you nuts and isn’t realistic. Aim for steady, healthy numbers over time.
Step 5: Set Up Alerts and Track Over Time
Don’t babysit the dashboard all day—let Mailreach tell you when things go sideways.
- Set up alerts for major spikes in spam or missing rates.
- Download reports weekly or monthly. Compare trends, not just day-to-day blips.
- Share results with your team.
If multiple people are sending, everyone needs to be in the loop.
Don’t get obsessed with every dip or spike. Look for trends, not noise.
What Mailreach Can—and Can’t—Do For You
Mailreach is great for surfacing problems early. Here’s what it’s good for:
- Spotting deliverability issues before your real campaigns tank
- Comparing different sending accounts or domains
- Giving you actionable data, not just guesses
But don’t expect magic:
- Mailreach can’t fix your content or list hygiene.
It just shows you what’s happening. - Lab results ≠ real world results.
Inbox placement on test inboxes often mirrors reality, but there are always edge cases. - No tool can guarantee inbox.
Anyone who says otherwise is selling snake oil.
Keep It Simple: Iterate and Improve
Don’t overthink it. Set up Mailreach, watch the key metrics, and react to what you see. If you’re tanking, slow down and fix the basics. If you’re solid, don’t mess with success.
Deliverability is never “done”—it’s an ongoing process. Stay humble, stay curious, and don’t buy into hype. Your goal is simple: get your emails read by real people. Use Mailreach to help, but remember, you’re still the pilot.