Summary
Email deliverability freelancers have numerous tools and strategies to monitor and improve sender reputation. A core recommendation is to initially leverage tools already in use by the client. Monitoring includes tracking domain and IP reputation via services like Google Postmaster Tools, Microsoft SNDS, and MXToolbox. Inbox placement testing with seed lists (GlockApps) and analysis of DMARC reports are vital. Authentication, through SPF, DKIM, and DMARC, is universally stressed. Setting up feedback loops with ISPs, performing deliverability audits, and maintaining a clean email list are essential ongoing practices.
Key findings
- Client's Existing Tools: Leveraging existing client tools provides immediate context and continuity.
- Reputation Monitoring: Tracking domain and IP reputation is crucial for identifying issues.
- Authentication Importance: Proper SPF, DKIM, and DMARC setup is fundamental for deliverability.
- Inbox Placement Testing: Seed list testing reveals where emails land in various inboxes.
- Feedback Loops: ISPs' feedback loops provide direct notifications of spam complaints.
- Deliverability Audits: Audits offer a comprehensive assessment of program health.
Key considerations
- Tool Costs: Consider the cost-effectiveness of tools, balancing free options with paid services.
- DMARC Complexity: Requires ongoing monitoring and analysis of DMARC reports.
- List Hygiene: Maintaining a clean, engaged email list is paramount.
- Holistic Approach: Combine different tools and strategies for a comprehensive approach to deliverability.
What email marketers say
12 marketer opinions
Email deliverability freelancers have a variety of tools at their disposal to monitor and manage their sender reputation. These tools range from free options like Google Postmaster Tools to paid platforms such as GlockApps, Inbox Monster, and eData Inbox Tracker. Key aspects of monitoring include tracking domain and IP reputation, inbox placement testing via seed lists, blocklist monitoring, DMARC reporting, and setting up feedback loops with ISPs. Authentication through SPF, DKIM, and DMARC is crucial for establishing legitimacy and preventing spoofing.
Key opinions
- Tool Variety: A wide range of tools are available, from free (Google Postmaster Tools) to paid (GlockApps, Inbox Monster, eData).
- Reputation Tracking: Monitoring domain and IP reputation is essential for identifying deliverability issues.
- Inbox Placement: Seed list testing provides insights into inbox placement across different email providers.
- Authentication: Proper configuration of SPF, DKIM, and DMARC is critical for sender authentication.
- Blocklist Monitoring: Checking for blocklist listings can quickly identify deliverability problems.
- DMARC Reporting: Implementing and analyzing DMARC reports can help monitor domain abuse.
- Feedback Loops: Setting up feedback loops (FBLs) with ISPs is useful for identifying and acting on spam complaints.
Key considerations
- Budget: Consider the cost of tools and whether free options can meet basic needs.
- Client Access: Explore the possibility of using tools the client is already using (if available).
- Comprehensive View: Combining multiple tools can provide a more complete picture of deliverability performance.
- List Management: Maintain a clean email list through opt-in and regular cleaning, because a good list is more important than any specific tool.
Marketer view
Email marketer from Mailjet explains that monitoring your domain reputation is key for email deliverability. It involves tracking sender score, IP reputation, and domain blacklisting to identify and address issues impacting email delivery.
11 Dec 2022 - Mailjet
Marketer view
Email marketer from Litmus recommends using a combination of tools, including feedback loops, blocklist monitoring, and authentication checks (SPF, DKIM, DMARC), to gain a comprehensive view of email deliverability performance.
21 Dec 2024 - Litmus
What the experts say
3 expert opinions
Experts emphasize leveraging existing client tools, prioritizing authentication, and conducting deliverability audits. Using the client's current tools allows for direct comparison and relevant communication, while proper authentication is a fundamental aspect of legitimate email sending. A deliverability audit offers a comprehensive overview of the email program, focusing on reputation and authentication health.
Key opinions
- Leverage Existing Tools: Using the client's existing tools enables direct comparison and informed communication.
- Authentication Importance: Proper email authentication is essential for legitimate email sending.
- Deliverability Audits: Deliverability audits provide a high-level view of email program health, emphasizing reputation and authentication.
Key considerations
- Client Collaboration: Collaborate with clients to gain access to their existing tools and data.
- Authentication Setup: Ensure proper setup and maintenance of SPF, DKIM, and DMARC records.
- Regular Audits: Periodically conduct deliverability audits to identify and address potential issues.
Expert view
Expert from Email Geeks suggests that as a freelancer, the best tool is often the one the client is already using. Gaining access to their login allows for communication and analysis based on existing data.
25 Mar 2022 - Email Geeks
Expert view
Expert from Word to the Wise responds that authentication is important and if you are sending legitimate emails, then there's no reason not to authenticate properly.
11 Aug 2021 - Word to the Wise
What the documentation says
5 technical articles
Technical documentation highlights several key tools and protocols for monitoring and improving email deliverability. Google Postmaster Tools and Microsoft SNDS provide insights into sender reputation, spam rates, complaint rates, and feedback loops specifically for Gmail and Microsoft email services. Implementing DMARC and analyzing its reports allows for monitoring domain abuse and identifying SPF/DKIM alignment failures. SparkPost offers detailed deliverability metrics such as bounce rates, complaint rates, and engagement data. Finally, SPF records are crucial for specifying authorized mail servers, preventing spoofing, and enhancing deliverability.
Key findings
- Google Postmaster Tools: Provides reputation data for Gmail users.
- Microsoft SNDS: Monitors IP reputation for Microsoft email services (Outlook.com, Hotmail).
- DMARC Reporting: Helps identify domain abuse and authentication failures.
- SparkPost Metrics: Offers detailed deliverability data, including bounces and engagement.
- SPF Records: Authorizes mail servers to prevent spoofing.
Key considerations
- Platform Specificity: Google Postmaster Tools and Microsoft SNDS are specific to their respective email services.
- DMARC Implementation: Requires proper setup and monitoring of DMARC records and reports.
- Metric Analysis: Understand and interpret deliverability metrics provided by tools like SparkPost.
- SPF Configuration: Carefully configure SPF records to avoid deliverability issues.
Technical article
Documentation from SparkPost explains that they provide detailed deliverability metrics, including bounce rates, complaint rates, and engagement data, which can help freelancers identify and address deliverability issues for their clients.
21 May 2022 - SparkPost
Technical article
Documentation from Microsoft SNDS (Smart Network Data Services) allows you to monitor the IP reputation of your sending servers, providing insights into complaint rates and potential deliverability issues for emails sent to Outlook.com, Hotmail, and other Microsoft email services.
31 Aug 2021 - Microsoft
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