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How should you test and monitor email deliverability?
It’s also important to know about the tools available for testing and monitoring your email deliverability. For example, GlockAppsOpens in a new window, Sender ScoreOpens in a new window, and 250okOpens in a new window can provide insights into how emails are likely to be treated by spam filters and mailbox providers (MBPs).
Tools like LitmusOpens in a new window and Email on AcidOpens in a new window are email preview services that enable testing email content across various email clients, devices, and browsers. Services such as SpamAssassinOpens in a new window and IsNotSpamOpens in a new window simulate spam filter behavior to identify potential issues in email content.
MBP feedback loops (FBLs) are mechanisms that allow subscribers to click on the “report spam” or “this is spam” button in their email client, which tells their MBP that they find a given email message to be unwanted. Subscribing to feedback loopsOpens in a new window provides alerts on subscriber complaints.
A seed email address is a predetermined email address that you use for testing and monitoring purposes. Using seed email addresses across different MBPs to monitor inbox placement and appearance helps assess deliverability.
Now that you’re tooled up, how do you test email deliverability america phone number list performance?
Analyzing key performance indicatorsOpens in a new window (KPIs) is key for sustained email delivery success. You want to monitor metrics like click-through rates, bounce rates, and spam complaints. You’ll also want to look for sender score and inbox placement rates.
If deliverability issues are detected, research why and take action. Is it content related? Is it an authentication problem? Is it a sender reputation issue? You can gain insight using tools like Google Postmaster ToolsOpens in a new window and Microsoft SNDSOpens in a new window solutions. These are dashboards offered by the respective MBP that give insight into send volumes to their platform and show a sender how they “score” specific to that domain or MBP.
Optimize content by cleaning up your subscriber list, resolving authentication issues, and addressing complaints. Identifying trends – or anomalies – in your metrics and comparing them against industry benchmarks is an ongoing activity. Constantly monitoring your email deliverability, and making the necessary adjustments, can generate long-term improvements.
What are 4 best practices for improving email deliverability?
Unsubscribing to emails you never asked for is a maddening chore. You’ll add value and enhance deliverability if you respect subscriber preferences and manage your list hygiene. Here’s how:
Have a clean email list. Do this by getting consent from subscribers through transparent opt-in practices. You can even implement double opt-ins to ensure the quality of sign-ups. Regularly clean the list by removing inactive or bounced email addresses. To that end, you can also create re-engagement campaigns for dormant subscribers.