Summary
Tracking email deliverability effectively requires a multi-faceted approach that combines various tools, strategies, and a deep understanding of sending behavior. Many recommend starting with a spreadsheet to track key campaign metrics (bounces, complaints, sends, clicks) and match them to a content calendar. Monitoring sender reputation using Google Postmaster Tools and Microsoft SNDS is essential, along with seed list testing to evaluate inbox placement across different ISPs. Dedicated platforms like Validity's Everest, Litmus, Mailjet, SendGrid, and SparkPost provide comprehensive features for sender reputation monitoring, email testing, and list hygiene. Implementing email authentication protocols (SPF, DKIM, DMARC) and regularly cleaning email lists are also crucial. Furthermore, it is important to look beyond inbox placement and focus on feedback loops and complaint rates. Tools like MXToolbox can help diagnose server health and check blocklists. Avoid solely reacting to tool alerts; proactively use them to gain deeper insights. While GlockApps is mentioned, there are also warnings about the accuracy of its seed list.
Key findings
- Spreadsheet Foundation: Using a spreadsheet to track key metrics provides a foundational understanding of sending performance.
- Sender Reputation is Key: Monitoring sender reputation with Google Postmaster Tools and Microsoft SNDS is critical.
- Seed List Testing Provides Placement insights: Seed list testing (e.g., using GlockApps, but with caution) helps assess inbox placement.
- Authentication Matters: SPF, DKIM, and DMARC are essential for email authentication and improved deliverability.
- List Hygiene is a Must: Regularly cleaning email lists to remove invalid addresses is crucial.
- Go Beyond Inbox Placement: Focus on feedback loops (FBLs) and complaint rates.
- Proactive Monitoring: Proactively use tools for insight, rather than reactively responding to alerts.
- Blocklist Awareness: Using blocklist monitoring tools helps to identify if IPs or domains are listed on DNSBLs.
- Tool Integration: Integrate multiple tools to build a wider picture.
Key considerations
- Holistic Approach Required: A comprehensive, multi-faceted approach is required for effective deliverability management.
- Tool Selection is Important: Select the right tools based on specific needs, budget, and expertise.
- Understand your Metrics: Ensure understanding and analysis of data provided by tools for proactive management.
- Feedback Loop Attention: Give significant attention to feedback loops and complaint rates for better insights into recipient reactions.
- Reacting vs Proactive: Shift from reaction to proactive deliverability strategy.
What email marketers say
13 marketer opinions
Tracking email deliverability effectively involves a multi-faceted approach, combining various tools and strategies. Several sources highlight the importance of establishing a baseline by tracking campaign metrics like bounces, complaints, sends, and clicks using spreadsheets. Understanding your own sending behavior and the feedback loop from mailbox providers is crucial. Monitoring sender reputation through tools like Google Postmaster Tools and Microsoft SNDS is essential, along with utilizing seed list testing (e.g., GlockApps) to assess inbox placement across different ISPs. Specialized platforms like Validity's Everest, Litmus, Mailjet's deliverability dashboard, and SendGrid offer comprehensive features, encompassing sender reputation monitoring, email testing across devices, and list hygiene. Furthermore, implementing email authentication protocols (SPF, DKIM, DMARC) and regularly cleaning email lists are recommended for improving deliverability. Avoid solely relying on tool alerts; proactively use them to gain deeper insights into fundamental measurements.
Key opinions
- Spreadsheet Tracking: Using a spreadsheet to track bounces, complaints, sends, and unique clicks helps establish a baseline and identify sharp changes.
- Sender Reputation: Monitoring sender reputation through Google Postmaster Tools and Microsoft SNDS is crucial.
- Seed List Testing: Using seed list testing (e.g., GlockApps) helps assess inbox placement across different ISPs.
- Email Authentication: Implementing SPF, DKIM, and DMARC records improves deliverability.
- List Hygiene: Regularly cleaning your email list by removing invalid or inactive addresses improves deliverability.
- Proactive Monitoring: Tools should be used proactively, and you shouldn't just react to alarms.
- GlockApps Issues: GlockApps can have issues with seed list accuracy.
Key considerations
- Holistic Approach: A comprehensive approach is needed, combining various tools and strategies for effective email deliverability management.
- Platform Selection: Evaluating and selecting the right platform (e.g., Validity's Everest, Litmus, Mailjet, SendGrid) depends on specific needs and budget.
- Proactive vs. Reactive: Be proactive in using tools for insight, rather than simply reacting to alerts.
- Feedback Loop Monitoring: Pay attention to feedback loops (FBLs) and complaint rates for direct signals from mailbox providers.
Marketer view
Email marketer from Email Geeks recommends using a spreadsheet to record campaign metrics like bounces, complaints, sends, and unique clicks, matched with your content calendar. This helps establish a baseline and identify sharp changes that require investigation. He recommends understanding your sending as the start and warns against only reacting to alarms from tools and proactively using tools to get greater insights on what you are seeing with your fundamental measurements.
4 Oct 2022 - Email Geeks
Marketer view
Email marketer from SendGrid stresses the importance of using their platform's deliverability tools, which include dedicated IP addresses, email authentication, and feedback loop integration. They emphasize the need to proactively monitor sender reputation and manage email list hygiene.
31 Mar 2022 - SendGrid
What the experts say
2 expert opinions
Effective email deliverability tracking involves more than just monitoring inbox placement. Experts recommend paying close attention to feedback loops (FBLs) and complaint rates as direct signals from mailbox providers about recipient reactions. Additionally, using blocklist monitoring tools to identify if IPs or domains are listed on DNSBLs is crucial. Understanding the different types of blocklists and their impact on email delivery is also key.
Key opinions
- Feedback Loops (FBLs): FBLs and complaint rates provide direct insights from mailbox providers.
- Blocklist Monitoring: Blocklist monitoring identifies if IPs or domains are listed on DNSBLs.
- Blocklist Understanding: Understanding different blocklist types is important for assessing impact.
Key considerations
- Beyond Inbox Placement: Look beyond inbox placement to get a fuller picture of deliverability health.
- Recipient Signals: Prioritize understanding recipient reactions through feedback loops.
- Proactive Monitoring: Proactively monitor blocklists to prevent deliverability issues.
Expert view
Expert from Word to the Wise recommends looking beyond just inbox placement and focusing on feedback loops (FBLs) and complaint rates. These are direct signals from mailbox providers about how recipients are reacting to your mail, giving valuable insights into deliverability problems.
7 Aug 2022 - Word to the Wise
Expert view
Expert from Spam Resource suggests using blocklist monitoring tools as a part of deliverability tracking to identify if IPs or domains are listed on any DNSBLs. He finds it important to understand the different types of blocklists and their impact on email delivery.
15 Jan 2023 - Spam Resource
What the documentation says
4 technical articles
Several documentation sources highlight tools for tracking email deliverability. Google Postmaster Tools provides data on email traffic, spam rates, feedback loop complaints, and authentication status. Microsoft SNDS offers data about sending IP addresses, including complaint rates and spam trap hits. MXToolbox provides tools for diagnosing and monitoring email server health, including blacklist checks and DNS verification. SparkPost offers detailed deliverability analytics, tools for suppression list management, authentication, and sender reputation monitoring.
Key findings
- Google Postmaster Tools: Provides data on email traffic, spam rates, and authentication status.
- Microsoft SNDS: Provides data on sending IP addresses, complaint rates, and spam trap hits.
- MXToolbox: Offers tools for diagnosing server health and checking blacklists.
- SparkPost Analytics: Offers deliverability analytics, suppression list management, and reputation monitoring.
Key considerations
- Holistic Monitoring: Utilizing multiple tools provides a more comprehensive view of deliverability.
- Data Analysis: Understanding and analyzing the data provided by these tools is crucial for identifying and addressing deliverability issues.
- Proactive Management: These tools allow for proactive management of email deliverability by identifying potential problems before they significantly impact sending.
Technical article
Documentation from SparkPost explains that their platform provides detailed deliverability analytics, including bounce codes, engagement metrics, and inbox placement data. They offer tools for managing suppression lists, authenticating email, and monitoring sender reputation.
27 May 2022 - SparkPost
Technical article
Documentation from MXToolbox explains that their platform offers tools for diagnosing and monitoring email server health, including blacklist checks, DNS record verification, and SMTP diagnostics. This can help identify and resolve technical issues that may be affecting deliverability.
10 Sep 2021 - MXToolbox
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