What are Verizon's new data feeds for email deliverability?

Verizon Media's new data feeds, primarily the Placement Feed and Campaign Performance Feed, provide insights into where your emails land (inbox, spam, etc.) and how recipients engage with them (opens, clicks) within their ecosystem, which includes Yahoo and AOL Mail. They are designed to give senders more granular data than standard feedback loops.

Can individual senders get direct access to these feeds?

Currently, direct access to the richer Placement and Campaign Performance Feeds is generally limited to ESPs and enterprise deliverability vendors via commercial agreements with Verizon Media. Individual senders are less likely to obtain direct access to these premium tiers. The easiest path is often through a third-party platform that has already integrated this data.

Are there standalone tools specifically for Verizon's new data feeds?

No, while some are likely in the process of integrating them, widely available standalone tools specifically for Verizon's new feeds are not yet common. Established deliverability platforms that aggregate data from various ISPs are the most likely providers to offer reporting on this data once integration is complete.

What alternatives are there for monitoring Verizon deliverability?

Even without direct access to Verizon's new feeds, you can monitor email deliverability by using Google Postmaster Tools, Microsoft's SNDS, analyzing DMARC reports, tracking internal engagement metrics (opens, clicks, complaints), and regularly checking public blocklists (blacklists).

What are the costs associated with Verizon's new data feeds?

Verizon Media views its Feedback Loop (FBL) as a free tier. The Placement Feed and Campaign Performance Feed are premium tiers, requiring commercial agreements. The exact costs and licensing structures are still being developed and depend on the specific agreement.

Are there any tools available to report on Verizon's new data feeds? - Tools - Email deliverability - Knowledge base

The introduction of new data feeds from major internet service providers (ISPs) like Verizon Media (which includes Yahoo and AOL) is a significant development for anyone focused on email deliverability. For a long time, we've relied heavily on Google Postmaster Tools and Microsoft's SNDS for insights into how our emails perform with these large mailbox providers. The prospect of gaining similar granular data from Verizon properties immediately sparks curiosity about how we can access and report on it.

When Verizon Media first announced these feeds, there was a clear expectation in the email community that existing deliverability platforms would quickly integrate this data. These platforms already aggregate information from various sources to provide a comprehensive view of email performance, so adding another crucial data stream seemed like a natural progression. However, the reality of gaining access and building robust reporting tools around these new feeds has been a more gradual process than many initially anticipated.

Beyond email, Verizon also has other data feeds, such as real-time XML data for fleet tracking or APIs to retrieve device usage history. But for email professionals, the focus remains squarely on the deliverability insights. So, what's the current state of tools for these specific email-related data feeds from Verizon?

Understanding Verizon's new data feeds

Verizon Media's new data feeds, particularly the Placement Feed and Campaign Performance Feed, offer valuable insights into how your emails are handled within their ecosystem. These feeds are designed to give senders a deeper understanding of inbox placement, engagement, and potential issues, going beyond what was previously available through standard feedback loops. The feedback loop (FBL) itself is often considered a free tier, providing basic complaint data.

The Placement Feed (sometimes referred to as Tier 1) is intended to provide data on where your emails land within the inbox, such as the main inbox, spam folder, or promotions tab. This is crucial for optimizing campaigns, as even reaching the inbox doesn't guarantee visibility if emails are consistently routed to less prominent tabs. Knowing this allows for targeted adjustments to content, sending patterns, or recipient engagement strategies.

The Campaign Performance Feed (often seen as Tier 2) delves even deeper, offering metrics related to recipient engagement, beyond just placement. This might include opens, clicks, and other interactions, providing a more holistic view of campaign success directly from Verizon's perspective. Understanding how useful Verizon Media's engagement feeds are to ESPs and clients is key to leveraging this data effectively.

Current landscape of reporting tools

When these feeds were initially announced, many in the email deliverability space, including myself, expected established tools to integrate them swiftly. Traditionally, services like Google Postmaster Tools provide insights into deliverability and reputation with Google Mail, while Microsoft's SNDS offers similar data for Outlook and Hotmail. The hope was that Verizon's new feeds would join this ecosystem, allowing for a consolidated view of performance across major ISPs.

As of now, directly accessible standalone tools specifically built just for Verizon's new data feeds (excluding the standard FBL) are not widely available to individual brands or smaller senders. The general consensus is that access to the richer Placement and Campaign Performance Feeds is primarily through commercial agreements, often facilitated by larger email service providers (ESPs) or enterprise-level deliverability vendors. This approach seems to be Verizon's preferred method for rolling out access, rather than direct agreements with every individual sender. It's similar to how some providers offer access to Yahoo's Campaign and Performance Feeds.

Traditional deliverability tools

Data aggregation: These tools often combine data from various sources, including seed list testing, panel data, and feedback loops from major ISPs.
Comprehensive suites: They typically offer a wide array of features like DMARC monitoring, blacklist (or blocklist) monitoring, and email testing.
Cost: Enterprise-level platforms can be a significant investment, making them less accessible for smaller senders or those with limited budgets.

Desired specialized tools

Focused data: A desire for tools that concentrate specifically on key ISP data sources like SNDS, Google Postmaster Tools, and Verizon feeds.
Simplified reporting: Less emphasis on seed/panel data, which some find less reliable or relevant for their specific needs.
Affordability: A need for more budget-friendly options that provide core insights without the extensive feature sets that drive up costs.

While larger vendors are actively exploring or have already begun integrating Verizon's data, the ecosystem of readily available, direct reporting tools for individual senders is still evolving. This is largely due to the nature of how Verizon is granting access.

Challenges in accessing and leveraging Verizon data

One of the main challenges is that Verizon's new email data feeds are not yet openly accessible in the same way that Google Postmaster Tools are. From what I've gathered, access is typically granted on a case-by-case basis. This often means that senders or their ESPs need to apply for access and enter into commercial agreements directly with Verizon Media. This contrasts with more public-facing postmaster tools that primarily require domain verification.

It appears Verizon Media views these feeds as tiered services, with the FBL as a basic, free offering, while the Placement and Campaign Performance Feeds are premium, paid tiers. The licensing structure is still being refined, and they seem to be learning how different organizations intend to utilize the data. This implies a more tailored, less automated approach to data distribution.

Accessing Verizon data feeds

Direct access for individual brands is limited. Verizon Media seems to prefer establishing one-to-one commercial agreements, often with larger entities like Email Service Providers or specialized deliverability vendors, rather than individual brands. This means that for most senders, the easiest and most likely path to leveraging these feeds will be through their ESP or a third-party deliverability platform that has secured direct access.

The development and integration of reporting tools depend heavily on the availability and stability of these data streams. While many vendors are interested, the beta phase and ongoing discussions around commercial terms mean that a fully integrated, widely accessible reporting solution specifically for Verizon's new feeds might take time to materialize. Understanding how much Verizon Placement and Campaign Performance Feed costs is a key consideration.

This tiered approach indicates that Verizon is carefully managing the distribution of this valuable data, likely to ensure its proper use and to establish a sustainable model for its provision. For senders, it means a more strategic approach to obtaining and interpreting the insights available.

Strategies for monitoring deliverability without direct tools

While direct reporting tools for Verizon's new feeds may still be in development or limited access, there are established methods and tools you can use to monitor and improve your email deliverability across all mailbox providers, including Verizon. Focusing on these foundational elements will help ensure your email program is robust, regardless of specific ISP data feeds.

It's important to actively monitor your performance using a combination of direct ISP tools, internal engagement metrics, and third-party services. This multi-faceted approach provides a more complete picture of your email program's health and helps you identify potential issues before they escalate. Consistent deliverability monitoring can help you detect why your emails are going to spam.

Monitoring strategy	Key actions
ISP-specific tools	Utilize Google Postmaster Tools for Gmail. Monitor domain reputation, spam rate, and IP reputation. For Outlook/Hotmail, leverage Microsoft's SNDS and JMRP feedback loop.
Authentication protocols	Implement and actively monitor SPF, DKIM, and DMARC. DMARC reports, in particular, provide invaluable insights into authentication failures and potential abuse, helping you analyze DMARC reports.
Internal metrics	Track open rates, click-through rates, complaint rates, and unsubscribe rates within your own sending platform. These are strong indicators of recipient engagement and content relevance.
Blacklist (or blocklist) monitoring	Regularly check major public blacklists (also known as blocklists) to ensure your sending IPs or domains haven't been listed. A listing on a DNSBL can severely impact your deliverability. You can use a blocklist checker.
Recipient engagement	Clean your lists regularly to remove inactive subscribers and unengaged addresses. High engagement signals a healthy sending reputation to ISPs like Yahoo. Consider implementing a sunset policy for dormant subscribers.

These are tried and true strategies that form the backbone of any successful email deliverability program. By maintaining strong authentication, monitoring key metrics, and keeping your list clean, you'll be well-positioned to achieve optimal inbox placement, even as new data feeds become available.

Views from the trenches

Best practices

Regularly monitor your DMARC reports for authentication failures and potential spoofing issues. These reports can often provide early warnings of deliverability problems across various ISPs.

Work closely with your Email Service Provider (ESP) to understand their access to Verizon's data feeds and how they can provide insights into your performance.

Prioritize list hygiene by removing unengaged subscribers and maintaining a low complaint rate, as these factors heavily influence your sending reputation with all major mailbox providers, including Verizon.

Ensure all email authentication protocols (SPF, DKIM, DMARC) are correctly configured and aligned to maximize your chances of inbox placement.

Common pitfalls

Assuming that new data feeds will immediately be integrated into all existing deliverability tools or become publicly accessible without commercial agreements.

Over-relying on seed list testing or panel data without correlating it with direct ISP feedback and internal engagement metrics, which can provide a misleading picture.

Neglecting to monitor traditional indicators like bounce rates, complaint rates, and unsubscribe rates while waiting for access to new, more granular data feeds.

Failing to adapt email content and sending frequency based on observed engagement, which can lead to lower inbox placement and potential blocklisting (or blacklisting).

Expert tips

A marketer from Email Geeks says that many third-party deliverability tools are expected to integrate Verizon's new feeds, as most vendors are actively exploring this data.

An expert from Email Geeks says that Verizon's data feeds are still in a closed beta phase, and direct access for individual senders is not widely available yet.

An expert from Email Geeks says that senders are being added on a case-by-case basis, and commercial agreements are typically required for the richer data feeds.

An expert from Email Geeks says that Verizon views the FBL as a free tier, while the Placement and Campaign Performance feeds are paid tiers, indicating a structured licensing model.

Marketer view

A marketer from Email Geeks says they have inquired about Verizon's new data feeds, and they also assume some third-party tools will eventually pick up this data.

2020-02-25 - Email Geeks

Expert view

An expert from Email Geeks says that to their knowledge, the Verizon data feed is not truly live yet, indicating it is still in a closed beta phase.

2020-02-25 - Email Geeks

The path forward for Verizon data insights

While the buzz around Verizon's new data feeds for email deliverability is certainly warranted, the reality is that widely available, standalone reporting tools for these specific feeds are still emerging. Access to the richer Placement and Campaign Performance Feeds primarily flows through commercial agreements with ESPs and enterprise deliverability vendors. This means that for most senders, leveraging this data will likely be a feature provided by their existing email platforms, rather than a separate direct tool they can subscribe to.