What are the best email newsletter directories

Newsletter deliverability - are your emails getting through?

If you use Gmail, you will have noticed that the spam filter is getting better and better. When it comes to unwanted messages, they usually end up in the spam folder. If, on the other hand, it is about (desired) commercial messages, these are usually sorted into the advertising folder.

This fight against spam is all well and good for the user, but does not necessarily make our work as senders easier. And the worst thing about it: Most of the time, you don't even know exactly which mail services the newsletters actually receive and where they may have been filtered.

For this reason, we have tested this topic in detail once and sent more than 2,600 e-mails with 8 newsletter tools in 5 rounds to 28 different freemail services (ISP's).

Some of the results were very surprising.

That's how we tested

As I said, our test series comprised five transmissions to ISPs around the world. We used the service of Glockapps.com for this.

In addition to Gmail, GMX, Web.de, Yahoo and Outlook, there are also a few exotic providers among the tested providers: for example Yandex from Russia, Locaweb from Brazil and Laposte from France. However, the results are weighted according to the international popularity of the mail service, so flagging as spam is much more difficult with Gmail than with Freenet.

On our part, we have optimized everything we could. Each newsletter tool got its own sender subdomain, each of which we provided with its own SPF and DKIM entry (if possible). We have sent a total of three different newsletters (all text-based).

Here is a sample report for one of the test runs (Rapidmail).

The good reputation of the mail server is crucial

Since the contents of the e-mails were almost identical in every test round, the differences in deliverability can clearly be attributed to the individual providers. More precisely, it's about them Reputation of the email server.

If there is a lot of spamming from a particular server, it is likely that the freemail services will put a stop to it and mark the e-mails directly as spam. Sometimes it can be a game of chance. Almost every newsletter tool ends up on a blacklist from time to time. The question then is whether the branded server will continue to be used. If so, this can significantly reduce deliverability.

But let's see the exact results now.

Which newsletter tools did the best in our test?

providersDelivery rate
Newsletter2Go 99,00%
Click tip 96,80%
Rapidmail 92,78%
Sendin blue85,28%

: In this case, newsletters that have either been delivered to the main mailbox or a folder (e.g. advertising) are deemed to have been delivered.

A few comments on the test:

Mailchimp has achieved an impeccable result of 100%. You should think perfect - but there is a small catch, as we will see in the next section.

Above all, the German providers stood out Newsletter2Go, Click tip and Rapidmail positive.

Sendin blue started the test extremely badly, but managed to recover towards the end.

CleverReach Above all, lost points in terms of Microsoft's services. Outlook's webmail service classified the newsletters as spam every time. In addition, e-mails to AOL strangely took an average of 11 hours to be delivered.

GetResponse shone in the first three test laps, but then collapsed completely. We suspect that a mail server has been blacklisted, but we cannot say for sure.

Benchmark did the worst by far. 23% of all messages ended up in the various spam folders, 6.7% did not even arrive.

Gmail and the promotional folder effect

Gmail is one of the most important providers worldwide and in Germany it is also the most used service after GMX and Web.de with a clear upward trend.

For some time now, Google has been categorizing incoming messages into different folders. Of course, anyone who ends up in the advertising folder has far fewer chances of being read. In return, of course, that means that those who make it to the main inbox can expect a lot more exposure.

The good news: all messages to Gmail were delivered, nothing ended up in nirvana. Only with GetResponse did 40% of the newsletters unfortunately only reach the spam folder.

Gmail delivery results

Click tip85.7%14,3%
Sendin blue77,1%22,9%

Note: if there is a tie, we have sorted alphabetically.

The great is clouded here Mailchimp Result from above a little. In five test rounds, the message only reached the so-called once Primary inbox. The tests carried out in parallel for our English website confirm this result - not a single message reached the main inbox.

Interestingly, it can bring up the rear Benchmark score full here. However, had to give up GetResponse. The messages went into the primary inbox for three rounds, but round 4 and 5 ended: Gmail filtered the messages as spam.

GMX and Web.de: Germany's most popular mail provider

Even if the market shares are probably falling in the meantime: GMX and Web.de are still the most frequently used mailboxes.

However, we can save ourselves a table for this, since all newsletter tools achieved exactly the same results. In all five test rounds, 100% of the e-mails reached the GMX mailbox (there are no sub-folders there). At Web.de all messages ended up in the “Unknown” folder. So there was absolutely no difference in deliverability.

Conclusion of the test

We were surprised by the strong fluctuations in this test: Sendinblue, for example, started very weakly, but made strong gains in the very last lap. At GetResponse it was exactly the other way around: after three really good laps, two catastrophic runs only led to the penultimate place.

Mailchimp, Newsletter2Go, Klick-Tipp and Rapidmail were consistently good. These providers seem to be very good at dealing with deliverability. We would even consider Newsletter2Go to be the secret number 1 due to the better Gmail delivery.

CleverReach, on the other hand, disappointed us a little. While the Gmail deliverability was flawless here, serious problems with the Outlook webmail service emerged.

We are aware that a single test with five rounds is not enough to make general statements about the deliverability of the individual providers. The results seem to fluctuate too much for that. For this reason we will repeat the test in a few months. We are already looking forward to it! Because then the results will also flow into our test reports.


Disclaimer: As already mentioned, our tests were carried out with the tool from Glockapps.com. We refer completely to the results collected there, which we have done to the best of our knowledge and belief. We exclude liability for possible malfunctions of this software. We can provide more precise data on request.


Questions or Comments? We are happy to hear from them!