Summary
SparkPost employs a multi-faceted approach to obtain inbox placement data. They maintain their own network of mailboxes at various ISPs to directly monitor delivery. Additionally, they utilize global seed lists, sending emails to these addresses and tracking placement. They leverage data shared by mailbox providers like Yahoo, and also utilize feedback loops from Google to monitor spam complaints. To improve accuracy, SparkPost uses both traditional seed addresses and more advanced, engaging seeds that simulate realistic user behavior.
Key findings
- Proprietary ISP Mailboxes: SparkPost has its own mailboxes at ISPs to directly monitor delivery locations.
- Global Seed Lists: SparkPost actively maintains and monitors a global seed list to track inbox placement.
- Mailbox Provider Data Sharing: Mailbox providers like Yahoo share delivery data directly with platforms such as SparkPost.
- Feedback Loop Utilization: SparkPost leverages Google's feedback loops to understand and mitigate spam complaints.
- Diverse Seed Types: SparkPost uses a mix of traditional and engaging seed addresses, the latter simulating user behavior with machine learning.
Key considerations
- Network Diversity: A diverse network of ISP mailboxes and seed addresses is critical for comprehensive monitoring of deliverability across different providers.
- Data Integration: Combining data from proprietary mailboxes, seed lists, mailbox providers, and feedback loops offers a more complete picture of inbox placement.
- Proactive Complaint Management: Actively addressing and mitigating spam complaints reported through feedback loops is essential for maintaining a good sending reputation and improving deliverability.
- Realistic Engagement Simulation: Utilizing seed addresses that simulate realistic user behavior can provide a more accurate assessment of inbox placement and filter performance.
What email marketers say
4 marketer opinions
SparkPost primarily obtains inbox placement data through the use of seed lists. These seed lists consist of email addresses at various ISPs that SparkPost monitors. By sending test emails to these seed addresses, SparkPost can track where these emails land (inbox, spam folder, etc.) and gather deliverability metrics. They also employ both traditional, non-engaging seed addresses and more sophisticated, engaging seed addresses that utilize machine learning to mimic realistic user engagement.
Key opinions
- Seed Lists: SparkPost uses seed lists—email addresses at various ISPs—to monitor inbox placement.
- Placement Tracking: By sending test emails to seed addresses, SparkPost tracks whether emails land in the inbox, spam folder, or are blocked.
- Engagement Simulation: SparkPost employs both traditional and engaging seed addresses, with the latter using machine learning to simulate realistic user engagement.
Key considerations
- Seed List Maintenance: Maintaining a diverse and up-to-date seed list is crucial for accurate inbox placement monitoring.
- Engagement Patterns: Simulating realistic user engagement patterns with seed addresses can provide a more accurate representation of deliverability performance.
- Data Interpretation: Analyzing and interpreting inbox placement data from seed lists requires careful consideration to identify and address deliverability issues.
Marketer view
Email marketer from EmailGeeks explains that SparkPost uses a network of mailboxes at different ISPs. They send emails to these mailboxes and check where the emails are delivered to monitor their deliverability.
17 Jun 2023 - EmailGeeks
Marketer view
Marketer from Email Geeks shares that they use a mix of traditional non-engaging seeds and also engaging seeds that use machine modeling to build up nightly engagement models that do engage with the emails in realistic engagement patterns
22 Jan 2023 - Email Geeks
What the experts say
2 expert opinions
SparkPost uses strategically positioned mailboxes at various ISPs to monitor inbox placement. They send test emails to these mailboxes and check where the emails are delivered, providing direct insight into deliverability. Additionally, maintaining a good sending reputation through feedback loops is crucial, as high complaint rates negatively impact inbox placement.
Key opinions
- ISP Mailboxes: SparkPost maintains mailboxes at ISPs to directly track email delivery.
- Feedback Loops: Feedback loops are important for maintaining a good sending reputation and avoiding spam filters.
Key considerations
- Mailbox Diversity: Ensuring a diverse network of mailboxes across different ISPs is crucial for comprehensive monitoring.
- Complaint Monitoring: Actively monitoring and addressing complaints received through feedback loops is essential for improving deliverability.
Expert view
Expert from Email Geeks explains that Sparkpost has mailboxes at ISPs that belong to them. When mail is sent, it's also sent to those mailboxes, allowing Sparkpost to check for mail and determine its delivery location.
10 Dec 2023 - Email Geeks
Expert view
Expert from Word to the Wise explains the importance of feedback loops in maintaining good sending reputation, which indirectly contributes to inbox placement monitoring, as high complaint rates negatively impact placement.
15 Nov 2024 - Word to the Wise
What the documentation says
3 technical articles
SparkPost obtains inbox placement data through multiple methods: maintaining a global seed list for direct monitoring, leveraging delivery data provided by mailbox providers like Yahoo, and utilizing feedback loops from Google that provide data on spam complaints. These combined approaches offer a comprehensive view of deliverability performance.
Key findings
- Seed Lists: SparkPost uses a global seed list to directly monitor inbox placement.
- Mailbox Provider Data: Mailbox providers, such as Yahoo, share delivery data directly with platforms like SparkPost.
- Feedback Loops: Google provides feedback loops that offer aggregated data on spam complaints.
Key considerations
- Data Integration: Effectively integrating data from multiple sources (seed lists, mailbox providers, feedback loops) is crucial for a holistic understanding of deliverability.
- Actionable Insights: Turning data from these sources into actionable insights requires careful analysis and strategic adjustments to sending practices.
- Compliance: Ensuring compliance with provider guidelines and best practices for deliverability is essential for maintaining access to data and feedback loops.
Technical article
Documentation from Yahoo shares that mailbox providers like Yahoo make delivery data available directly to platforms to improve deliverability
31 Dec 2023 - Yahoo
Technical article
Documentation from SparkPost explains that they maintain a global seed list, sending to these addresses and monitoring placement to provide insights into deliverability.
26 Mar 2024 - SparkPost
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