How do I import a seed list into Braze?

You can import seed list emails into Braze as regular users. The key is to assign unique external IDs to these users, such as everestseedlist-X , and then add them to a dedicated internal seed group within Braze.

Why isn't my Everest data showing up?

A flatline in Everest data often means emails aren't reaching the seed mailboxes or Everest isn't processing them. Double-check Braze campaign targeting, user attributes, and ensure the seed list is included. If issues persist, contact Validity/Everest support to check their internal seed logs.

What are Braze internal groups?

Braze internal groups are special user segments used for internal testing and specific functionalities like seed lists. They allow you to send test emails without impacting your main subscriber base, helping maintain data integrity.

How often should I send to my seed list?

You should send to your seed list with every significant email campaign or canvas you deploy. This ensures continuous monitoring of your inbox placement and allows you to catch and address deliverability issues, such as getting on a blocklist (or blacklist), as they arise.

Can global safety checks affect seed list delivery?

Yes, global safety checks or canvas entry criteria in Braze can prevent seed list emails from being sent if the seed users don't meet the required attributes. You might need to update seed user profiles with specific attributes to bypass these filters.

How do I set up Braze with Validity/Everest seed lists? - Tools - Email deliverability - Knowledge base

Setting up seed lists from a provider like Validity's Everest within a powerful customer engagement platform like Braze can sometimes be more complex than anticipated. Many marketers encounter issues, especially when migrating from older systems or trying to ensure data populates correctly in their deliverability tools. I've seen situations where all the right steps seem to be followed, yet the expected inbox placement data remains elusive.

The core of the problem often lies in the nuanced interplay between how Braze manages user profiles and segments, and how Everest expects to receive and process test emails. It's not always a single misconfiguration, but sometimes a combination of factors related to user attributes, campaign targeting, or even internal platform checks. Understanding both Braze's capabilities and Everest's requirements is key to a seamless integration.

Setting up braze internal groups for seed lists

Braze utilizes a feature called internal groups which are crucial for managing seed lists. These groups allow you to target specific sets of users for testing without affecting your main audience. To integrate Validity/Everest seed lists, you'll first need to import these seed addresses as users into your Braze instance.

When importing, it's highly recommended to assign a unique and identifiable external ID to each seed list user. This helps in tracking and ensures that Braze can differentiate these test users from your regular subscribers. For example, using a format like everestseedlist-1 or validityseed-test-001 can be very effective. This makes it easier to manage and segment these users within Braze later on. You can find more details on internal groups and their use cases in the Braze user guide.

After importing, create a dedicated seed group within Braze's internal groups. This group will contain all your Everest seed addresses. Once this group is set up, you can then target it specifically in your campaigns or canvases when performing deliverability tests. This isolation is crucial to ensure that your test sends are accurately reflected in your deliverability platform without affecting your regular send metrics.

Configuring braze campaigns and canvases

A common hurdle in setting up Braze with Everest seed lists involves ensuring that your campaigns or canvases are properly configured to send to the seed group. Braze often has global safety checks or filters that can inadvertently exclude seed addresses if not handled correctly. This can lead to a flatline in your Everest inbox placement data, as the emails aren't reaching the seed mailboxes.

To bypass these checks, you might need to update the test users (your seed list members) with specific attributes that allow them to pass through any audience filters. For example, if your canvas has a segment filter for users with a has_purchased attribute, you'd need to set this attribute to true for your seed list users. This ensures that the test emails are actually sent. For more on this, check out the Braze internal groups article on Medium.

Example Braze user update with attributesjson

{
  "external_id": "everestseedlist-1",
  "_merge_behavior": "merge",
  "email": "seed1@example.com",
  "user_attributes": {
    "is_test_user": true,
    "can_receive_promo": true
  }
}

Beyond attributes, always double-check that the seed group is explicitly selected as a target audience in your Braze campaign or canvas. Sometimes, even with correct attributes, if the seed group isn't added to the campaign's target audience, emails won't be sent to them. Review your audience targeting settings carefully to ensure your test sends are going out as intended. This is critical for getting accurate results from your deliverability testing.

Troubleshooting data discrepancies in everest

One of the most frustrating issues is when you've done everything right in Braze, but your Validity/Everest data still shows a flatline. This indicates that the emails are either not being sent from Braze to the seed list properly or Everest isn't receiving them. It's important to approach this methodically, looking at both ends of the email flow. When dealing with email deliverability issues, it can be useful to consult a comprehensive guide to improving email deliverability.

Braze side issues

Campaign targeting: The seed group may not be correctly included in the campaign's audience filters, preventing sends. Review the canvas seed lists in your Braze community discussions.
User attributes: Global safety checks or entry criteria for canvases may require specific user attributes that your seed list users lack.
Rate limiting: Braze's sending limits or queueing might delay the delivery of seed list emails.

Debugging steps for Braze

Check campaign logs: Verify if Braze recorded the send to the seed email addresses.
Simulate send: Use Braze's testing features to see if the seed emails are queued for delivery.

Everest side issues

Missing emails: Everest's seed mailboxes might not be receiving the emails due to network issues, spam filters, or misconfiguration on their end.
Data processing delays: There could be a delay between when Everest receives the email and when it processes and displays the data in the dashboard.
Seed list sync issues: If the seed list isn't correctly recognized by Everest, it won't associate incoming mail with your tests.

Debugging steps for Everest

Contact support: Reach out to Validity/Everest support to check their seed logs for incoming emails.
Manual send test: Send a test email directly from an external client to a few Everest seed addresses to rule out Braze as the cause.

Remember that seed list data is critical for understanding your inbox placement. If you're encountering persistent issues with data not populating, a systematic approach to troubleshooting is essential. Looking at each platform independently and then the connection between them will help you pinpoint the exact cause.

Best practices for ongoing seed list management

Once your Braze and Validity/Everest seed lists are communicating effectively, implementing best practices for ongoing management will ensure consistent and accurate deliverability insights. This proactive approach can prevent future issues and keep your email program healthy.

Consistent external IDs: Always use a consistent naming convention for your Braze external IDs for seed list contacts. This helps in easy identification and management.
Regular testing schedule: Incorporate seed list testing into your regular email campaign pre-send checklist. Testing with Everest and GlockApps provides valuable insight into your deliverability.
Monitor performance: Continuously monitor your Everest dashboard for changes in inbox placement, spam folder delivery, or blacklist (or blocklist) presence. Early detection can prevent widespread deliverability issues.
Segment seed list correctly: Ensure your Braze segments for seed lists are dynamic and always up-to-date with the latest addresses from Everest. Learn more about automated list management techniques.

It's also beneficial to maintain open communication channels with both your Braze and Validity (Everest) account representatives. They can provide platform-specific insights, help troubleshoot complex issues, and guide you on any updates or changes that might affect your seed list functionality. This collaborative approach can save significant time and effort in resolving deliverability challenges.

Views from the trenches

Best practices

Ensure Braze external IDs for seed list contacts are consistent and unique for accurate tracking.

Verify that your Braze campaigns and canvases are correctly configured to send to the seed group.

Regularly check Everest for data population and troubleshoot any discrepancies promptly.

Collaborate with your Braze and Validity support teams for advanced diagnostics.

Common pitfalls

Forgetting to include the seed list in specific Braze campaigns or canvases.

Incorrectly configured user attributes preventing global safety checks from bypassing the seed list.

Data delays between Braze sending and Everest reporting, leading to false negatives.

Relying solely on one platform for troubleshooting without checking both sides (ESP and deliverability tool).

Expert tips

Use dedicated Braze internal groups for your seed lists for better management.

Implement a clear naming convention for seed list external IDs in Braze.

Set up alerts in Everest to notify you of any major changes in inbox placement data.

Regularly review Braze delivery logs to confirm successful sends to seed addresses.

Marketer view

Marketer from Email Geeks says: To set up Everest seed lists in Braze, import the seed list emails and assign unique external IDs, such as 'everestseedlist-1' for each entry.

Jan 27, 2022 - Email Geeks

Marketer view

Marketer from Email Geeks says: Ensure the seed list is explicitly added to the specific campaigns or canvases in Braze that you intend to monitor in Everest.

Jan 28, 2022 - Email Geeks

Putting it all together for better deliverability

Integrating Braze with Validity/Everest seed lists is a critical step for maintaining strong email deliverability. While initial setup can sometimes present challenges, particularly when migrating from older systems or troubleshooting data discrepancies, a systematic approach can help resolve most issues. By carefully configuring Braze internal groups, managing user attributes, and ensuring proper campaign targeting, you can lay a solid foundation for accurate testing.

Remember that consistent monitoring and proactive communication with both platform support teams are essential for ongoing success. Addressing potential blocklist (or blacklist) issues early and continuously verifying data flow will ensure that your email campaigns consistently reach the inbox, ultimately boosting your engagement and ROI.