Summary
Setting up seed lists from Validity/Everest within Braze can sometimes be challenging, leading to issues with data visibility in the deliverability platform. This summary explores common hurdles and solutions reported by email marketers and experts alike. The core problem often revolves around ensuring that emails sent to the seed list addresses within Braze are correctly processed and recognized by Everest.
Key findings
- Initial setup: Many users successfully import seed lists into Braze, often using external IDs like 'everestseedlist-1' for organization.
- Data visibility issues: Despite correct initial setup, a common problem is a 'flatline' or absence of data in Everest's inbox placement reports, indicating that emails are not being tracked.
- Campaign inclusion: Ensuring the seed list is specifically added to the campaigns or canvases being tested in Braze is a critical step.
- Safety checks: Global safety checks or user attributes within Braze canvases can inadvertently prevent test users (seed list contacts) from receiving emails, thus impacting data collection.
Key considerations
- Configuration alignment: Verify that all settings, including external IDs and user attributes for seed list contacts, are precisely aligned between Braze and Everest's requirements. This often involves reviewing how seed lists are used with different content versions.
- Migration impact: If migrating from a previous system like Return Path, ensure all necessary configurations for the new Everest platform are complete and not reliant on old settings.
- Deliverability testing methods: Utilize robust email deliverability testing methods to systematically pinpoint where emails might be getting lost or not recorded.
- Direct troubleshooting: Engage with support or account managers from both Braze and Validity/Everest to conduct joint troubleshooting and review internal logs.
What email marketers say
Email marketers often face practical challenges when integrating Braze with Validity/Everest seed lists. Their experiences highlight common points of failure, from initial setup complexities to subtle configuration errors that prevent data from flowing correctly. Many share that the problem often isn't the sending itself, but the tracking within the deliverability platform.
Key opinions
- External ID strategy: Setting unique external IDs for seed list emails (e.g., 'everestseedlist-1') in Braze is a widely adopted practice for identification.
- Campaign targeting: It's crucial that seed lists are explicitly included in the specific Braze campaigns or canvases that marketers wish to monitor.
- Attribute interference: Braze's global safety checks or user attributes applied to canvases can sometimes block emails from reaching seed list addresses, causing data to 'flatline' in Everest.
- Data migration pitfalls: Migrating from older systems like Return Path to Everest can introduce unexpected issues that prevent data from populating, even if emails are seemingly sent.
Key considerations
- Systematic testing: Conduct small, ad-hoc tests specifically for the seed list to isolate variables and identify where the data flow breaks down. This helps assess how accurate seed lists are.
- Review user attributes: Thoroughly check all user attributes and segmentation rules within Braze that might apply to test users, ensuring they do not inadvertently exclude seed list addresses.
- Engagement with support: If issues persist, engaging directly with support teams from both Braze and Validity/Everest for deeper log analysis is often the fastest path to resolution, leveraging expertise on deliverability software like Everest.
- Consistent monitoring: Even after initial setup, continuous monitoring of seed list performance is vital to catch any unexpected drops in data or deliverability.
Marketer from Email Geeks explains that importing the seed list into Braze with their respective emails and setting external IDs like 'everestseedlist-1' is a common approach to get started.
Marketer from Email Geeks asks whether the seed list was explicitly added to the specific campaigns targeted for data reception in Everest, as this is a frequent oversight.
What the experts say
Email deliverability experts highlight that successful integration of Braze with Validity/Everest seed lists often comes down to meticulous configuration and understanding the nuances of how each platform processes and tracks email data. They emphasize looking beyond simple send confirmations to the detailed logs and data flows that govern deliverability insights.
Key opinions
- Log analysis: Experts recommend reviewing seed logs on the Validity/Everest side to confirm if emails are even being received by their network, regardless of Braze's send status.
- Platform-specific requirements: Each platform (Braze, Everest) has specific ways of handling data, and misalignments in external IDs, attributes, or API calls can hinder proper tracking.
- Authentication impact: Issues might stem from authentication failures (SPF, DKIM, DMARC) or general sending reputation, which can affect how Everest processes incoming seed list emails.
- Cross-platform communication: Direct communication between Braze's technical support and Validity/Everest's seed management team can often resolve complex integration issues.
Key considerations
- Granular log examination: Dive deep into the logs provided by both Braze and Everest. Look for specific error messages, bounce codes, or indications of delayed processing. Tools like SNDS and JMRP data can offer additional insights into deliverability.
- Seed list integrity: Ensure the seed list itself is current and valid. Sometimes, old or malformed seed addresses can lead to data collection failures. Consider validating email addresses regularly.
- Header and content variations: Check if email headers or content variations (e.g., A/B tests) are causing issues. Some deliverability platforms might expect specific formatting or content structures from seed list sends.
- Network and firewall rules: Investigate if any network or firewall rules on either side are inadvertently blocking the communication or data transfer between Braze and Everest.
Expert from Email Geeks (Validity Seed Manager) offers to assist in troubleshooting, inquiring if the data flatline issue in Everest has been resolved. They indicate readiness to provide direct support.
Expert from Email Geeks (Validity Seed Manager) suggests direct messaging for support, noting their ability to monitor Validity's seed logs to check for missing emails, although they have limited knowledge of Braze's internal workings.
What the documentation says
Official documentation for email sending platforms like Braze and deliverability tools such as Validity/Everest provides the foundational knowledge for proper setup. While specific integration guides are often available, understanding the underlying principles of how these systems interact with seed lists is key to effective troubleshooting. Documentation typically covers data formatting, API integrations, and user segmentation.
Key findings
- API guidelines: Documentation outlines specific API endpoints and data structures required for integrating external services and sending emails to test contacts.
- User attributes: Platforms often use user attributes for segmentation and personalization, which must be correctly configured for seed list members to receive relevant emails.
- Campaign setup: Instructions detail how to include specific segments or lists, like seed lists, within campaigns or automated journeys (canvases).
- Tracking requirements: Deliverability platforms specify unique identifiers or email headers necessary for accurate tracking of seed list emails.
Key considerations
- Data synchronization: Ensure that the method used to upload or synchronize seed list addresses with Braze adheres to the recommended best practices for data consistency and timeliness. This is crucial for proper automated list management techniques.
- Error handling: Understand the error codes and messages provided in both Braze's and Everest's documentation, as they can pinpoint specific failures in sending or tracking. Knowledge of DMARC issues can also be beneficial.
- Compliance with policies: Adhere strictly to any platform-specific sending policies or rate limits that could impact the reliable delivery of emails to seed lists.
- Feature compatibility: Verify that any advanced Braze features (e.g., personalization, dynamic content) are fully compatible with how Everest processes and tracks emails sent to seed addresses.
Documentation from ESP Guide states that successful seed list integration relies on accurate user profiling within the platform, ensuring seed addresses meet all audience segmentation criteria. This foundational step is critical for proper delivery.
Deliverability Platform User Manual outlines the necessity of assigning unique identifiers to seed list contacts to facilitate precise tracking and reporting within the monitoring dashboard. Without these, data correlation can be problematic.
