Tips for Effectively Measuring Email Deliverability
Does anyone have any tips on how to measure email deliverability? Currently sending emails, and it just ends up being a bit of a black box.
Does anyone have any tips on how to measure email deliverability? Currently sending emails, and it just ends up being a bit of a black box.
From what I’ve seen, “deliverability” can be a tricky metric. You can always collect bounce data - that’s pretty standard. But anything beyond that (like adding internal tracking pixels or unique link IDs) often increases your chances of getting flagged as spam. It’s a bit of a Heisenberg effect: You can’t measure it too closely without the measurement process changing the measurement. The more you instrument the emails, the less natural they look to spam filters, the worse your delivery rate. I’d focus instead on the next layer of metrics: actual engagement - clicks and replies - since that’s where meaningful performance really shows up.
Hey Lukas, totally get that,deliverability can feel like guesswork sometimes. A good starting point is to check your bounce rates, spam complaint rates, and inbox placement if your ESP provides that. Tools like GlockApps or Mail-Tester can help you see how often your emails hit inboxes vs. spam. Also keep an eye on engagement (opens, clicks),sudden drops can hint at deliverability issues even if everything looks fine on paper.
Hi Lukas J., this is such a common issue, yet it often doesn’t get the attention it deserves. Deliverability challenges can arise from several factors, poor email-sending practices, a damaged domain reputation, or sending too many automated emails at once. We faced a similar issue ourselves and managed to fix it. Happy to share what worked for us if you’d like to discuss further
Hi Lukas, deliverability can be tricky to measure. One good way to measure it, is by using seed tests (GlockApps, Mail-Tester, or InboxAlly) to show you where your emails land, and monitoring your domain/IP reputation using Google Postmaster Tools or MXToolbox, along with how well your SPF, DKIM, and DMARC are set up. Also, monitor engagement trends, if opens or replies start to dip, your inbox placement is probably dipping too. I usually measure the health of a domain weekly using those signals so I have a decent idea of deliverability before sending.
Lukas J. I have created some interesting playbooks around this. Sharing below. Inbox Readiness Pack: Stop Bounces, Start Conversations: https://gamma.app/docs/Inbox-Readiness-Pack-jkyd79z5l0ufiw2 How to create High-Reply Campaigns? https://gamma.app/docs/CloduraAI-Playbook-High-Reply-Campaigns-q9ummff5jwj821b
Lukas J. revyops.com offers cold email deliverability reports with a full breakdown by domain and inbox for all campaigns. These reports are based upon real campaign sends and replies. This is really the only way to truly know if an email inbox/domain is actually getting delivered if replies come back. If no replies after a certain amount of sends, you should consider removing the inbox from the sending pool.