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Deliverability Dashboard: Engagement Deep Dive

Deliverability Dashboard: Engagement Deep Dive

The Deliverability Dashboard gives you a one-stop shop to monitor the health of your account. Here you can see an overview of your activity and reputation, and you will find any areas of possible concern highlighted so that they can be immediately addressed. 

The part of the dashboard where your direct actions will have the most impact is in the centre. The area that deals with engagement and inbox placement.

Inbox Placement

This is the section of the dashboard that will be the one where your email content will have the most impact. Here we see an overview of your audiences’ reactions to your campaigns and content, both positive and negative. With engagement highlighted and if you potentially have any areas of concern around engagement this is also highlighted for you at the outset of this section. 

Engagement

 Engagement: The number of contacts who haven't clicked or viewed your messages over the last 30 days.

If you see at the top of this section a statement in red, it means that you have been sending multiple campaigns (at least 8), the contacts who never engaged. The statement will also count the number of campaigns that you sent to a contact that never previewed, read, or clicked on your emails. This is considered spamming and will directly affect your reputation. 

Find out more in our dedicated article: Escape from junk

Complaints: The number of complaints over the last 30 days.

0-2 Within acceptable limits
2-5 Your sender reputation is at risk
5+ Will adversely affect your sender reputation

 

Unsubscribes: The number of recipients that unsubscribed over the last 30 days.

0-0.5% Within acceptable limits
0.5%+ Higher than acceptable

 

Blacklist monitor: A blacklist is a real-time list that identifies IP addresses or domains that are known to send spam. They're used by email providers, cloud mail services, free mailbox providers, and anti-spam vendors to prevent spam from being delivered to their mailboxes.

Find out more in our dedicated article: Blacklisting, what it means and what to do about it.

Sender Score: Sender Score provides an indication of the trustworthiness of an email sender's IP address. Mailbox providers evaluate the reputation of senders to determine whether to deliver messages into the inbox.

80+ You have a great sender reputation
70-79 Continue following industry best practices and optimising your email program
0-69 You need to repair your sender reputation

There are two primary ingredients that determine your sender score - volume and consistency. If you have a regular pattern (frequency and consistency) of sending to constant or steadily number of contacts, in regular intervals, then you will have a good sending score. Your score will also be influenced by complaints (and blacklisting). If you see no sender score in this section, then it is likely that there is not sufficient data for an assessment to be made. 

 

bounce rate

Bounce rate: The bounce rate is the number of email addresses that could not be delivered to, known as hard bounces, out of the total of emails you sent. Your bounce rate represents the health and quality of your contact list.

Full details can be found in Hard bounces vs soft bounces and what to do with them

It is essential that you regularly refresh your list, remove bounced and disengaged contacts. Failure to do so, risks sending to old mailboxes which have been converted to spam traps! and it will adversely affect your reputation.

0-0.5% Within acceptable limits
0.5-5% Improve your contact list health
5%+ Unacceptable level of bounces; you are in breach of our Acceptable Use Policy (AUP)

The industry best practice recommendation and GDPR requires regular process to keep your list fresh and up to date.

Find out more about data management in https://www.e-shot.net/insights/blog/maintaining-your-email-marketing-database and building a strong sending reputation in When reputation is everything.

We strongly recommend using our data validation service every 3-6 months.

Top 10 domains: The next section is the Top 10 domains that you have sent to in the last 30 days and includes the unique number of contacts at each of these domains. This information is an important insight to the domain that your deliverability should be tuned for, and it gives you an overview if you are operating an ABM (account-based marketing) strategy. 

 

Useful links: The final section is a selection of useful links, some of which we have mentioned above; 

If you have any queries on the data that you see in your deliverability dashboard then our Customer Success team are on hand to assist. 

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