Summary
A comprehensive deliverability risk score dashboard integrates diverse data points reflecting sender reputation, authentication, engagement, and technical compliance. Reputation is assessed through sources like Google Postmaster Tools, Microsoft SNDS, Spamhaus, Talos Intelligence, and Sender Score. Authentication status (SPF, DKIM, DMARC) is crucial, alongside tracking blocklist status, bounce rates (hard/soft), spam complaint rates, engagement metrics (opens, clicks, conversions, unsubscribes), and consistent sending volume. Data presentation should be user-friendly, highlighting actionable areas for improvement and trends over time, while incorporating feedback loops and ensuring proper rendering across email clients.
Key findings
- Multi-Source Reputation: Effective deliverability management requires aggregating reputation data from multiple sources (Google, Microsoft, Spamhaus, Talos, Sender Score) for a comprehensive view.
- Authentication Compliance: Adhering to email authentication standards (SPF, DKIM, DMARC) significantly improves deliverability by validating sender identity and preventing spoofing.
- Engagement is Key: Monitoring engagement metrics like open rates, click-through rates, and complaint rates provides direct insights into how recipients perceive and interact with your emails.
- Technical Factors: Maintaining consistent sending volumes, avoiding sudden spikes, and ensuring proper email rendering across different clients contribute to a positive sender reputation.
- User-Friendly Design: Presenting data in a clear, understandable format, with actionable insights, is essential for non-technical users to effectively manage deliverability.
Key considerations
- Data Integration: Combine data from various sources into a single dashboard for a holistic view, ensuring data consistency and accuracy.
- Actionable Insights: Translate data into actionable recommendations. Clearly indicate what steps users can take to improve their deliverability based on the data presented.
- Trend Monitoring: Track trends over time to identify potential issues early and assess the effectiveness of implemented changes.
- Audience Segmentation: Consider segmenting data by audience or email type to identify specific deliverability issues and tailor solutions accordingly.
- Continuous Monitoring: Deliverability is an ongoing process that requires continuous monitoring and adjustment based on changing conditions and data insights.
What email marketers say
9 marketer opinions
A deliverability risk score dashboard should include a comprehensive set of data points related to sender reputation, authentication, engagement, and technical configuration. Key metrics include IP and domain reputation from sources like Google Postmaster Tools, Microsoft SNDS, and third-party providers (e.g., Cisco Talos, Spamhaus), blocklist status, bounce rates, spam complaint rates, and engagement metrics like open rates, click-through rates, and conversion rates. Email authentication (SPF, DKIM, DMARC) compliance and rendering across various email clients are also crucial. Consistent sending volume and avoiding sudden spikes are important factors.
Key opinions
- Reputation is Key: Monitoring IP and domain reputation from multiple sources is crucial for understanding deliverability.
- Authentication Matters: Proper email authentication (SPF, DKIM, DMARC) is essential for establishing trust with mailbox providers.
- Engagement Signals: Tracking engagement metrics like open rates, click-through rates, and complaint rates provides insights into how recipients perceive your emails.
- Technical Setup: Correct technical configurations, including consistent sending volumes and proper rendering across email clients, impact deliverability.
- Feedback Loops: Feedback loops give direct information about spam complaints.
Key considerations
- Data Source Variety: Use a variety of data sources to get a holistic view of your deliverability performance, including mailbox provider tools, third-party reputation services, and your own sending data.
- Context is Important: Provide context around the data, such as the relative importance of different blocklists or the potential impact of changes in engagement metrics.
- Actionable Insights: The dashboard should not only present data but also provide actionable insights and recommendations for improving deliverability.
- Monitor Trends: Focus on monitoring trends over time rather than just looking at isolated data points.
- Sender Score: Return path and Sender Score is important.
Marketer view
Email marketer from StackOverflow notes that consistent sending volume and avoiding sudden spikes are important for maintaining a good sending reputation. Spikes can trigger spam filters, especially for new IPs or domains.
24 Oct 2024 - StackOverflow
Marketer view
Email marketer from GMass shares that tracking your Sender Score (Return Path) gives you an idea of your overall sender reputation. A high Sender Score generally correlates with better inbox placement, but it's not the only factor.
14 Oct 2024 - GMass
What the experts say
3 expert opinions
A deliverability risk score dashboard should include metrics that are understandable for non-technical users, presented as numbers or rates over time. It's important to incorporate data from feedback loops (FBLs) to track spam complaints directly from mailbox providers, and to leverage data from reputation monitoring tools to stay informed about blocklist status and sender reputation. The supporting data should highlight areas where the client has control and can make improvements.
Key opinions
- User-Friendly Presentation: Metrics should be presented in a way that's easily understandable, even for non-technical users.
- Feedback Loops Are Essential: Incorporating feedback loops provides direct data on spam complaints from mailbox providers.
- Reputation Monitoring Tools: Data from reputation monitoring tools offers valuable insights into blocklist status and overall sender reputation.
- Actionable Data: The dashboard needs to show clients areas they can control.
Key considerations
- Simplicity: Avoid overwhelming users with complex technical details. Focus on presenting key metrics in a clear and concise manner.
- Timeliness: FBL data should be monitored frequently to identify and address spam complaints promptly.
- Holistic View: Consider data from multiple reputation monitoring tools to get a comprehensive picture of sender reputation.
- Controllable Levers: Make sure to collect data that can actually be influenced.
Expert view
Expert from Word to the Wise recommends including data from various reputation monitoring tools. These tools often provide insights into blocklist status, spam trap hits, and overall sender reputation scores, which are valuable for a deliverability dashboard.
7 Dec 2023 - Word to the Wise
Expert view
Expert from Spam Resource highlights the importance of incorporating Feedback Loops (FBLs) into a deliverability dashboard. FBLs provide data directly from mailbox providers about spam complaints, allowing senders to identify and address issues quickly.
21 Dec 2024 - Spam Resource
What the documentation says
5 technical articles
A deliverability risk score dashboard should incorporate data from various sources to provide a complete picture of email sending health. Microsoft SNDS provides information on IP reputation, complaint rates, and spam trap hits within the Microsoft ecosystem (Outlook.com, Hotmail). Google Postmaster Tools offers data on domain and IP reputation with Gmail, spam rates, feedback loops, and authentication status (SPF, DKIM, DMARC). Spamhaus data indicates presence on their blocklists, which is critical because many mailbox providers use them to filter spam. Adherence to email authentication standards like SPF, DKIM, and DMARC are crucial and their status should be reported, as they help to verify sending identity and prevent spoofing and phishing.
Key findings
- Microsoft SNDS Data: Provides insights into deliverability specific to Microsoft's email services.
- Google Postmaster Tools Data: Offers data relevant to deliverability performance with Gmail.
- Spamhaus Blocklist Monitoring: Essential as many providers use Spamhaus lists for spam filtering.
- Email Authentication Standards: SPF, DKIM, and DMARC are vital for verifying sender identity and preventing malicious activity.
Key considerations
- Service Specificity: Recognize that Microsoft SNDS and Google Postmaster Tools provide data specific to their respective services.
- Blocklist Impact: Being listed on Spamhaus blocklists can significantly impact deliverability across many mailbox providers.
- Implementation Importance: Proper implementation of SPF, DKIM, and DMARC is crucial for effective email authentication.
- DMARC Policy Enforcement: Configure a DMARC policy to handle unauthenticated email and protect your domain from phishing attempts.
Technical article
Documentation from DMARC.org explains that Domain-based Message Authentication, Reporting & Conformance (DMARC) builds upon SPF and DKIM by providing a policy for handling unauthenticated email. Implementing DMARC provides feedback on authentication failures and helps protect your domain from phishing.
22 Mar 2025 - DMARC.org
Technical article
Documentation from Spamhaus explains how their blocklists and reputation data are used by mailbox providers to filter spam. Monitoring your presence on Spamhaus lists is essential for maintaining good deliverability.
10 Jun 2025 - Spamhaus
How can I accurately test and measure email deliverability and sender reputation?
How can I best evaluate my sender score to improve inbox placement?
How can you deduce inbox placement metrics using per-ISP open rates and manage bot opens?
How do DMARC, spam complaints, and IP reputation affect email deliverability and rejections?
How do I explain poor email performance despite a good open rate?
How do Sender Score and Google Postmaster Tools differ in measuring email sender reputation, and when should each be used?
