Summary
The frequency of email seed tests for inbox placement monitoring is a nuanced issue with several contributing factors. Experts and email marketers generally agree that testing for every campaign is not necessary and can be detrimental. The ideal frequency depends on sending volume, risk tolerance, the reputation of your IP and domain, and the type of emails being sent (transactional vs. promotional). High-volume senders and those with critical deliverability needs might test daily, while lower-volume senders can test weekly. New IPs and domains should test more frequently initially. Seed data is most valuable when analyzed over time to identify trends, rather than for individual campaigns. A consistent email marketing strategy that integrates seed tests as part of a broader deliverability monitoring approach is recommended.
Key findings
- Avoid Over-Testing: Testing for every campaign can be seen negatively by ISPs.
- Volume & Risk Tolerance: High sending volume and a low risk tolerance necessitate more frequent testing.
- New vs. Established: New IPs and domains require more frequent monitoring initially.
- Transactional vs. Promotional: Transactional emails need less frequent testing than promotional campaigns.
- Trending, not Campaign Specific: Seed data is best used for identifying trends over time, not evaluating individual campaigns.
- Part of a Broader Strategy: Seed testing should be one component of a comprehensive email deliverability strategy.
Key considerations
- Sending Volume: How many emails are you sending per day/week?
- Deliverability Importance: How critical is deliverability to your business goals?
- IP/Domain Reputation: What is the existing reputation of your sending IP and domain?
- Email Type: Are you sending primarily transactional or promotional emails?
- Data Analysis: How will you analyze seed data to identify trends and issues?
- Consistency: Be consistent with your seed testing practice.
- Reputation Build Time: Reputation engines take time to shift, so testing constantly will not gain you much and may harm.
What email marketers say
8 marketer opinions
The optimal frequency for email seed tests varies based on several factors. Experts generally advise against running seed tests for every campaign, as ISPs might perceive it negatively. Instead, the frequency should align with the sending volume, risk tolerance, and the purpose of the tests. High-volume senders or those with critical deliverability needs may test daily, while lower-volume senders can test weekly. Consistent email marketing practices and incorporating seed lists as part of a broader testing strategy are crucial for maintaining good inbox placement.
Key opinions
- Avoid Excessive Testing: ISPs may penalize senders who perform seed tests for every campaign.
- Frequency Varies: Testing frequency should align with sending volume and risk tolerance; higher volumes may require daily tests.
- Consistency is Key: Consistent email marketing practices enhance inbox placement over time.
- Part of Broader Strategy: Seed lists should be incorporated with other testing methods for a responsible email program.
Key considerations
- Sending Volume: Higher sending volumes may necessitate more frequent seed tests.
- Risk Tolerance: If deliverability is critical, more frequent testing may be warranted.
- ISP Perception: Avoid excessive testing to prevent negative perception from ISPs and spam filters.
- Testing Strategy: Incorporate seed lists as part of a holistic email testing strategy for best results.
- Reputation Build Time: Reputation engines take time to shift, so testing constantly will not gain you much and may harm.
Marketer view
Email marketer from Reddit shares in a thread that excessive seed list testing can be perceived negatively by ISPs and spam filters. They advise using them sparingly and focusing on other deliverability best practices.
4 Jul 2023 - Reddit
Marketer view
Email marketer from Postmark shares that your frequency depends on email volume. If sending less emails, less seed tests are needed, but if sending a lot, you may need more to ensure deliverability.
12 Jan 2023 - Postmark
What the experts say
3 expert opinions
The frequency of email seed tests for inbox placement monitoring depends on several factors, including sending volume, IP/domain reputation, and the type of email. Smaller senders sending a few times a week should test with similar frequency, while transactional emails require even less frequent testing. New IPs/domains benefit from more frequent testing initially, with established senders able to reduce testing frequency. Seed data is best analyzed over time to identify trends and directional changes rather than for immediate campaign monitoring.
Key opinions
- Smaller Senders: Smaller senders should test with similar frequency to their sending schedule (e.g., once or twice a week).
- Transactional Emails: Transactional emails need less frequent testing (once or twice a week).
- New vs. Established: New IPs/domains require more frequent testing; established senders can reduce testing.
- Trending Data: Seed data is more useful for identifying trends and directional changes over time.
Key considerations
- Sending Volume: Adjust testing frequency based on how often you send emails.
- IP/Domain Reputation: Consider the age and reputation of your IP and domain when determining testing frequency.
- Type of Email: Transactional emails may not require as frequent testing as promotional emails.
- Analysis Method: Analyze seed data over time to identify trends rather than relying on single-campaign results.
- Inbox placement health: Consistently bad inbox placement also warrants increased monitoring.
Expert view
Expert from Word to the Wise shares that seed data is best used for trending and directional changes, not specific campaign placement monitoring. Review seed data over time rather than after each send.
26 Dec 2021 - Word to the Wise
Expert view
Expert from Email Geeks explains that for smaller senders sending once or twice a week, seed tests should be conducted with similar frequency. Transactional emails should not be tested more than once or twice a week.
13 Oct 2022 - Email Geeks
What the documentation says
4 technical articles
Email deliverability documentation consistently emphasizes the importance of monitoring inbox placement through methods like seed list testing. The recommended frequency for these tests is generally aligned with sending volume and risk tolerance. High-volume senders and those for whom deliverability is critical should test more frequently, potentially even daily. Regular monitoring helps identify deliverability issues and informs adjustments to sending practices.
Key findings
- Importance of Monitoring: Regular monitoring of email deliverability, including seed list testing, is crucial for good inbox placement.
- Align with Volume: Testing frequency should align with sending volume; high-volume senders should test more often.
- Risk Tolerance Matters: Those with critical deliverability needs should test more frequently, possibly daily.
- Identify Problems: Regular monitoring helps identify and address deliverability issues proactively.
Key considerations
- Sending Volume: Determine testing frequency based on how many emails you send.
- Critical Deliverability: Assess how critical email deliverability is to your business.
- Performance Monitoring: Regularly monitor your deliverability performance and adjust testing frequency accordingly.
- Proactive Approach: Implement a system where testing helps identify issues proactively.
Technical article
Documentation from GlockApps explains that the frequency of seed list testing depends on your sending volume and how critical deliverability is for your business. High-volume senders and those with critical deliverability needs should test more often, possibly daily.
11 Mar 2023 - GlockApps Knowledge Base
Technical article
Documentation from Mailjet explains that regularly monitoring email deliverability, including through seed list testing, is crucial for maintaining good inbox placement. They recommend adjusting testing frequency based on sending volume and performance.
10 Jan 2025 - Mailjet Documentation
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