What is an Email Deliverability Audit?
March 16, 2018
When you hear the word ‘audit’ what do you think of?
Before I got into the email space, I thought of the IRS. Fortunately, there are other audits out there that aren’t as scary such as an Email Deliverability Audit.
In the last year I have learned there are businesses that are absolutely unaware that they even have a deliverability issue. In fact, most don’t know what the word deliverability means. Some are just not educated on the subject and others simply just don’t want to know how their email is performing. I personally don’t know why you wouldn’t want to know, especially if it’s driving revenue; but awareness is very important to us when it comes to having a successful business. You cannot start to make things better and begin improvements if you’re not in the know. Because of this, and educating marketers being one of our top priorities, we offer the service of an email deliverability audit. Most deliverability companies do offer this, but some don’t know what an audit entails, so I’ll tell you.
A quick recap on words before we get into specifics. The word ‘deliverability’ is the measure of how many emails make it to the inbox, not how many emails just made it to the intended recipient. That would just be the definition of the word ‘delivered’. Your email was delivered. Cool. But where was it delivered to? The promotions tab? The junk folder? The spam folder? If it wasn’t into the inbox, there’s a reason and we’re here to help figure out why. The word ‘audit’ is an official inspection of an individual’s or organization’s accounts, typically by an independent body and in this case, it’s your emails.
An audit takes some time. It’s in depth. It’s thorough and it’s takes a lot of analytics. During the course of the audit we take a look at the following areas of your email:
- Current Data Review – review of the internal data logs to review bounce log file summary.
- Seed List Testing – examine and test content, reputation, and consistency of email sends to a list of seeds at the major ISPs.
- Infrastructure – examine IP address structure, subdomains, volume throttling, RFC compliance, and authentication (SPF, DKIM, DMARC).
- Content & Design – examines website and email content consistency, email client rendering, and spam assassin testing.
- Reputation – various public and private blacklists, spam trap data sources, domain registration, and web reputation.
- Content Analysis – (images, links, HTML, text).
- Data Management – data collection and hygiene, feedback loop, unsubscribe management, and bounce management.
- Education – detail ISP best practices, deliverability tips, and upcoming landscape changes.
Once the data is compiled, sorted and organized, it is then put into a presentation format and will be given to you as well as presented to you dissecting all of the details of the report so you can understand it’s findings. We’re not just here to fix it for you, but to help you understand why you have those results, implement email best practices and help with a different approach.