If you manage email marketing for any business, you have probably encountered two terms that sound interchangeable but mean very different things: email spam test and email deliverability audit. Confusing the two is one of the most common mistakes in email marketing, and it can be expensive. A spam test checks a single email at a single moment. A deliverability audit examines your…
Here’s a number that should bother you: 32% of emails land in spam. Not 5%. Not 10%. A full third. That’s from our own data, aggregated from thousands of daily deliverability tests across every major provider and industry. It’s happening right now, in 2026, at a time when sender authentication is at an all-time high. To put that in context:…
Gemini, Google’s AI platform, now supports Gmail, and some research suggests that even when emails make it to the Gmail inbox, up to 40% may still be quietly pushed down or deprioritized by Gemini’s filtering skills. Google made this shift official on January 8, 2026, when it announced that Gmail was entering the Gemini era. This development in Gmail means…
Most of us receive spam emails every single day. Cyber-attacks have exploded so badly that according to recent studies, half of the digital newsletters generated daily are unsolicited. This poses a huge danger to users as they are constantly exposed to malicious activity that aims to infect their computers with viruses or lure out sensitive personal data for financial gain.…
Want to determine the root cause of why your hand-crafted, hyper-personalized, and perfectly-segmented digital newsletter has ended up in the spam folder or not being delivered at all to your Microsoft users? Poor email deliverability is a common problem for many companies across sectors. To make matters worse, it could be a challenge to understand the cause behind it, as…
40% of business emails never reach a visible inbox placement. This is not a projection or an estimate. It is a measured outcome. This article is based on millions of email tests executed throughout 2025 using the Unspam email testing platform, covering consumer and enterprise mailbox providers, multiple industries, and diverse sending patterns. The resulting dataset exposes a structural shift…
Do you know that invalid email addresses in your subscription list can be dangerous? Not only do they ruin your key email performance metrics as you reach fewer recipients, but most importantly, they hurt you as a sender. Causing hard bounces, these email contacts bring multiple detrimental effects to your email marketing presence. They damage your sender’s score, brand’s reputation,…
Did you know that over 400 million people use Outlook? According to recent studies, Microsoft’s long-standing email reader currently holds almost 4.5% of the market share, occupying the third spot in the list of the most popular email providers worldwide. This is largely due to its integration with the Microsoft Office Suite, which makes it one of the most preferred…
Each holiday season, inboxes get busier, filters get stricter, and marketers feel the pressure to cut through the noise. In the Inbox for the Holidays webinar, deliverability experts Matthew Vernhout and Lawrence Heslin from Email Industries joined Unspam to share actionable insights on how to reach the inbox, maintain strong reputation, and protect campaign performance during the most competitive time…
This article is based on insights from The Actual State of Email Deliverability, a webinar hosted by Email Industries in collaboration with Unspam.email. The session featured two of the industry’s most trusted voices: Matt Vernhout, Principal Deliverability Advisor at Email Industries, and Lawrence Heslin, Head of Accounts and Sales Operations. The webinar explored recent policy changes at Gmail, Yahoo, and…