Summary
Experts and marketers generally agree that compensating deliverability roles based purely on final delivery metrics is problematic due to the lack of direct control over implementation and external factors. Focus should be on factors the role controls directly and compensation tied to collaboration, communication, and proactive measures like setting up a deliverability program and the company giving the person the correct tools. Core metrics to monitor include: inbox placement, read rates, complaint rates, and spam trap hits. Technical documentation reinforces best practices, including email authentication (SPF, DKIM, DMARC), sender reputation management, and blocklist avoidance. The best KPIs are measurable improvements in areas the role can influence, or related to setting up a deliverability program.
Key findings
- Limited Control, High Impact: Deliverability professionals have a huge influence but often lack direct control over factors influencing email delivery, making direct delivery-based compensation tricky.
- Meaningless KPIs, Focus on Meaningful KPIs: Basing bonuses solely on KPIs like increased delivery rates can feel arbitrary. Instead, focus on those which the individual can directly influence.
- Core Metrics: Core Metrics to monitor are inbox placement, read rates, complaint rates, and spam trap hits.
- Authentication Matters: Proper email authentication (SPF, DKIM, DMARC) is critical and has a large impact
- Proactive Approach: The best compensations are focused on specific goals and the company giving them the correct tools and setting up a deliverability program.
Key considerations
- Role Definition: Clearly define the deliverability role and responsibilities before designing a compensation plan to ensure proper alignment.
- Teamwork: Consider compensating for teamwork, communication skills, and staying updated on best practices.
- Company Buy-in: Ensure that company culture and approach supports the work of the deliverability professional. The company needs to be on board with recommendations
- Technical Understanding: The plan should reflect an understanding of the technical elements needed, such as authentication and best practice sending, and how important they are.
- Indirect Compensation: Consider indirect compensation, such as career development, additional benefits etc, to promote high performance.
What email marketers say
13 marketer opinions
Experts and marketers generally agree that compensating deliverability roles based purely on final delivery metrics is problematic due to the lack of direct control over implementation and external factors. Focus should be on factors the role controls directly and compensation tied to collaboration, communication, and proactive measures like setting up a deliverability program. Some suggested compensations are focused on specific goals and the company giving them the correct tools.
Key opinions
- Limited Control: Deliverability professionals often lack direct control over factors influencing email delivery.
- Meaningless KPIs: Basing bonuses on KPIs like increased delivery rates can feel arbitrary and may conflict with marketing goals.
- Focus on Influence: Compensation should align with metrics the deliverability person can directly influence, such as response times or spam complaint rates.
- Importance of Tools: Give the person the correct software and tools to ensure the best deliverability.
Key considerations
- Role Definition: Clearly define the deliverability role and responsibilities before designing a compensation plan.
- Teamwork: Consider compensating for teamwork, communication skills, and staying updated on best practices.
- Proactive Measures: Reward proactive measures like setting up a deliverability program and robust reporting.
- Balanced Approach: Strive for a balance between performance-based incentives and acknowledging the limitations of the role.
Marketer view
Marketer from Email Geeks shares that even bonuses based on KPIs like "increase delivery rate by x%" often feel meaningless and KPIs can go against the email marketer's own KPIs.
30 Jul 2021 - Email Geeks
Marketer view
Email marketer from EmailGeeks Forum says that before thinking of comp plans you need to understand what the role involves. E.g. Are they a team player, good communicator and collaborator. Do they stay up to date with best practices
16 Oct 2022 - EmailGeeks Forum
What the experts say
2 expert opinions
Experts emphasize the importance of monitoring key deliverability metrics such as inbox placement, read rates, complaint rates, spam trap hits, Sender Score, and IP reputation. These metrics provide valuable insights into email deliverability performance and can be used to track progress and identify areas for improvement.
Key opinions
- Inbox Placement: Monitoring inbox placement is crucial for understanding where emails are landing (inbox vs. spam folder).
- Engagement Metrics: Read rates and complaint rates provide insights into subscriber engagement and satisfaction.
- Reputation Monitoring: Sender Score and IP reputation are key indicators of sender trustworthiness and impact deliverability.
- Spam Traps: Monitoring spam trap hits helps identify potential list hygiene issues and prevent future deliverability problems.
Key considerations
- Comprehensive Monitoring: Implement a comprehensive monitoring system to track all relevant deliverability metrics.
- Data Analysis: Regularly analyze deliverability data to identify trends and potential issues.
- Actionable Insights: Use deliverability insights to optimize email campaigns and improve sender reputation.
- Tool Selection: Select appropriate tools and services for monitoring and managing email deliverability.
Expert view
Expert from Word to the Wise mentions the metrics used by Return Path which are used to keep on track of deliverability. These included: inbox placement, read rates, complaint rates, and spam trap hits.
21 Sep 2024 - Word to the Wise
Expert view
Expert from Spam Resource explains the importance of monitoring Sender Score and IP reputation to ensure good deliverability.
14 May 2022 - Spam Resource
What the documentation says
5 technical articles
Technical documentation emphasizes that maintaining good email deliverability involves adhering to industry best practices, which includes email authentication (SPF, DKIM, DMARC), maintaining a positive sender reputation, keeping spam complaint rates low, staying off blocklists, and actively monitoring Sender Score and IP reputation. Although not directly compensable, these technical aspects form a foundation for good deliverability.
Key findings
- Authentication Matters: Proper email authentication (SPF, DKIM, DMARC) is critical for establishing sender legitimacy.
- Reputation is Key: Maintaining a positive sender reputation directly impacts deliverability rates.
- Complaint Rates: Low spam complaint rates are essential for avoiding penalties from mailbox providers.
- Blocklist Avoidance: Avoiding blocklists is crucial for ensuring emails reach the intended recipients.
- SenderScore Importance: A good SenderScore indicates good sending practices and enhances deliverability.
Key considerations
- Technical Expertise: Deliverability roles require strong technical expertise in email authentication and reputation management.
- Proactive Monitoring: Proactive monitoring of Sender Score, IP reputation, and blocklists is essential for identifying and addressing issues.
- Continuous Improvement: Deliverability requires continuous improvement and adaptation to changing industry standards and best practices.
- Indirect Compensation: While not directly compensable, expertise in these areas supports overall deliverability success.
Technical article
Documentation from RFC standards bodies emphasizes the importance of email authentication compliance (SPF, DKIM, DMARC) to improve deliverability and protect email domains from spoofing, which, while not directly compensable, forms the foundation of deliverability efforts.
25 Oct 2023 - RFC
Technical article
Documentation from Spamhaus emphasizes the importance of staying off blocklists and actively monitoring IPs and domains to be sure you are not on any lists. This allows you to resolve any issues quickly.
18 Sep 2022 - Spamhaus
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