Summary
Verizon Media's engagement feeds offer valuable data on user engagement, deliverability, and authentication. They provide metrics on complaints, spam traps, and authentication failures, allowing senders to proactively manage email performance and identify issues. However, their usefulness is contingent on several factors. ESPs and clients must have the expertise and resources to analyze and act on the data. Small senders might find the data less valuable due to limited volume. A key limitation is the lack of direct integration with common email marketing platforms, necessitating manual processing. Understanding recipient interaction and low click-throughs diminishes the feed's utility. Access also requires meeting volume and authentication criteria.
Key findings
- Provides Granular Data: Engagement feeds offer detailed data on user engagement and deliverability.
- Requires Expertise: Analyzing and acting on data effectively requires expertise and resources.
- Helps Identify Issues: The data facilitates proactive identification and remediation of deliverability problems.
- Proactive Issue Identification: Feeds help in proactively identifying and addressing deliverability problems.
Key considerations
- Resource Intensive: Utilizing the feeds effectively requires significant time and analytical resources.
- Integration Challenges: The lack of direct integration with platforms can complicate data processing.
- Relevance to Sender Size: Smaller senders may not find sufficient value in the data due to volume limitations.
- Actionability is key: Success depends on the ability to analyze and act on the data effectively.
What email marketers say
10 marketer opinions
Verizon Media's engagement feeds offer valuable insights into user engagement and deliverability issues, providing metrics on complaints, spam traps, and authentication. Their usefulness to ESPs and clients varies. Some find the aggregated data beneficial for identifying campaigns needing review, while others, particularly smaller senders or those lacking analytical resources, may find them less valuable. A key limitation is the lack of direct integration with common email marketing platforms, necessitating manual processing. The actionability of the data depends on the recipient's ability to turn it into practical improvements, and they are more granular than traditional feedback loops.
Key opinions
- Valuable Insights: Engagement feeds offer metrics on user engagement, complaints, and authentication failures.
- Actionable Data: The data's usefulness depends on the sender's ability to translate it into actionable improvements.
- Granular Data: Engagement feeds provide more granular data compared to traditional feedback loops.
- ESPs Benefit: Useful indicator for ESP's to see which customers or campaigns need review or remediation.
Key considerations
- Actionability is key: Success depends on the ability to analyze and act on the data effectively.
- Integration Limitations: Lack of direct integration with platforms requires manual data processing.
- Small Senders: May be less valuable for small senders due to limited data volume.
- Client Focus: Clients often need to drill down to specific 'who' and 'why' data points.
Marketer view
Email marketer from Email Marketing Forum answers that the usefulness of Verizon Media's engagement feed data depends on the sender's ability to translate the data into actionable steps to improve their email program.
25 Feb 2024 - Email Marketing Forum
Marketer view
Marketer from Email Geeks responds that he is only seeing this from his end as the technician and when a client reaches out they typically want to drill down to the "Who" and "Why". This supports the question of usefulness.
2 May 2024 - Email Geeks
What the experts say
2 expert opinions
Experts agree that the usefulness of Verizon Media's engagement feeds hinges on the recipient's ability to analyze and act on the provided data. If ESPs and clients possess the expertise and resources to translate the data into improved sending practices, the feeds can be valuable. Understanding recipient interaction is crucial, and the feed's utility diminishes if click-through rates are low, suggesting limited recipient engagement.
Key opinions
- Expertise Required: ESPs and clients need the expertise and resources to analyze and act on the data.
- Actionable Data: The feed's value depends on the ability to improve sending practices based on the data.
- Low Engagement = Low Value: If click-through rates are low, the feed's utility diminishes.
Key considerations
- Resource Allocation: Assess whether you have the necessary resources to effectively utilize the feed's data.
- Actionable Insights: Determine whether the data leads to actionable insights that can improve sending practices.
- Engagement Analysis: Monitor click-through rates to ensure recipients are actively engaging with your emails.
Expert view
Expert from Word to the Wise explains that engagement feeds can help senders understand how their recipients are interacting with their mail and if people are not clicking through to a website in the email then it's not a useful feed.
2 Nov 2023 - Word to the Wise
Expert view
Expert from Spam Resource explains that Verizon Media's engagement feeds can be valuable if ESPs and clients have the expertise and resources to analyze and act upon the data to improve their sending practices.
26 May 2023 - Spam Resource
What the documentation says
3 technical articles
Verizon Media's documentation outlines that their engagement feeds provide aggregated data on user interactions (complaint rates, spam traps, authentication results) to help senders proactively identify and address deliverability issues, ultimately improving inbox placement and email performance. Access requires signup via the Verizon Media Postmaster website and meeting specific volume and authentication criteria.
Key findings
- Data Provided: Engagement feeds offer aggregated data on user interaction metrics.
- Proactive Issue Identification: Feeds help in proactively identifying and addressing deliverability problems.
- Improved Inbox Placement: Addressing issues can ultimately improve inbox placement and email performance.
Key considerations
- Access Requirements: Senders must sign up and meet volume and authentication criteria to access the feeds.
- Action Required: The data requires action from the sender to improve deliverability.
- Verizon Media Users Only: The data is limited to Verizon Media user interactions.
Technical article
Documentation from Verizon Media Postmaster shares that the engagement feeds provide senders with aggregated data on how Verizon Media users are interacting with their emails, including complaint rates, spam trap hits, and authentication results.
16 Sep 2024 - Verizon Media Postmaster
Technical article
Documentation from Verizon Media Postmaster explains that the data from engagement feeds helps senders to proactively identify and address deliverability issues, ultimately improving inbox placement and email performance.
22 Oct 2022 - Verizon Media Postmaster
How can I validate a domain for Verizon FBL without using postmaster verification emails?
How much does Verizon Placement Feed and Campaign Performance Feed cost and who uses it?
Are there any tools available to report on Verizon's new data feeds?
How do I access Verizon Media Group (VMG) postmaster and what is the cost?
What are Verizon Media's postmaster tools and DKIM feed recommendations?
How can I gain access to Yahoo's Campaign and Performance Feeds as an ESP?
