Article

What is a deliverability audit?

Jenna Moye

2 minute read

What comes to mind when you hear the word ‘audit?’ We bet you don’t automatically think of email deliverability.

Many businesses are completely unaware that they might have email deliverability issues. In fact, most marketers aren’t totally sure what the word ‘deliverability’ means. Some are simply uneducated on the subject, and others are afraid to investigate how their email program is performing. However, deliverability issues can have quite a detrimental effect on revenue. And because you cannot begin making improvements if you don’t know what’s wrong, an email deliverability audit is a great place to start. The audit will uncover areas in need of improvement to enhance your program’s ROI.

When an email is delivered, it means it made it to the intended recipient. Deliverability, on the other hand, is the measure of how many emails make it into each recipient’s primary inbox (as opposed to the “spam” or “junk” folder, or even the “promotions” tab). If your emails aren’t landing in the primary inbox, we can help identify why. 

Our deliverability audit is an official inspection of your email program. It takes time. It’s in-depth. It’s thorough. And it requires substantial analysis.

During the course of an audit, we take a look at the following areas of your email:

  • Current Data Review – review the internal data logs and bounce-log file summary
  • Seed List Testing – test content, reputation, and consistency of email sends to a list of seeds at the major ISPs
  • Infrastructure – assess IP-address structure, subdomains, volume throttling, RFC compliance, and authentication (SPF, DKIM, DMARC)
  • Content & Design – examine website- and email-content consistency, email-client rendering, and spam assassin testing
  • Reputation – inspect various public and private blocklists, spam-trap data sources, domain registration, and web reputation
  • Content Analysis – review images, links, HTML, text
  • Data Management – assess data collection and hygiene, feedback loops, unsubscribe management, and bounce management
  • Education – investigate ISP best practices, deliverability tips, and upcoming landscape changes.

Once we compile, sort, and organize the deliverability data, we share the information with you via a presentation. We walk you through the discoveries, dissecting the details of the report so you can understand the findings. We want to help resolve any deliverability issues and also help you understand why those problems are occurring. We can provide detailed customized recommendations as well as email best practices and develop a different approach to keep your email program operating at the highest level.

To learn more about deliverability or to set up a deliverability audit for your email program, contact us. We’ll be happy to discuss our services in detail with you and answer any questions you may have.

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About the Author(s)

Jenna Moye

Hard rock and metal enthusiast. Dissectologist- it’s a thing. Aussie owner & lover. Fan of crime documentaries and books. Philanthropist. Follow Jenna on LinkedIn

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