The following are the most commonly asked questions about our Deliverability Tools and other deliverability issues.
Questions about Deliverability Tools
- What are the size limits of the emails and what triggers the different warnings in the tools?
- How much time is needed after campaign launch for Deliverability Report to collect and display any results?
- For how long are the results of campaigns stored?
- I can't see my local ISP in the Top 10 list of domains, but I would like to monitor the results of smaller domains, is there a way to do that?
General questions about deliverability
- What is a seedlist?
- How can I use the seedlist?
- Can I modify the seedlist?
- What is IP reputation?
- What is Spam Score?
- What is IP warm-up?
Questions about Deliverability Tools
What are the size limits of the emails and what triggers the different warnings in the tools?
The email sizes and the warning thresholds are specified in the following table:
|email size >= 15KB and email size <= 100KB||OK (green)|
|email size > 100KB and email size <= 110KB||Warning (orange)|
|email size < 15KB or email size > 110KB||Error (red)|
How much time is needed after campaign launch for Deliverability Report to collect and display any results?
The data is loaded into the Deliverability Report database every 4 hours. However, since deliverability data depends highly on the actual behavior of the contacts, it may make more sense to check the results 12-24 hours after campaign launch. By that time the data should stabilize and will not be prone to change drastically.
For how long are the results of campaigns stored?
Domain-level opens and clicks are calculated from the Emarsys database, using our contact behavior data. This data is usually kept for 13 months.
The seedlist data, however, is always queried real-time from our partner, Return Path. This also means that after 30 days it is no longer available on Return Path’s side.
However, we have a service that preserves this data for 13 months as well. This data is displayed in the Inbox Monitor section of the Deliverability report.
I can't see my local ISP in the Top 10 list of domains, but I would like to monitor the results of smaller domains, is there a way to do that?
The report database only calculates the results for the Top 10 domains for each launch. If you want to get more granular results you need to split your recipient list with this in mind. This can be done with A/B versions or child campaigns, too.
General questions about deliverability
What is a seedlist?
A seedlist is a list of email addresses at different ISPs, maintained by Return Path. By sending the campaign to these addresses, we can estimate the inbox placement of the emails at different ISPs. The number of seed addresses changes dynamically and the list is monitored and updated by Return Path. We at Emarsys always use the most up-to-date version.
How can I use the seedlist?
We use a seedlist when the recipient count of the campaign is at least 10,000. The seedlist data is available in the Inbox Monitoring section of the Deliverability Report.
Please note that these reports show the worst possible scenario as seeds are not real contacts - they will not open or click an email. You should think of them as new subscribers who have not yet had any interaction or engagement with you.
If you see an orange warning in the Inbox Monitor, we strongly recommend to compare the open and click rates for that domain against the others. If they correlate with other domains, it is highly likely that you have no real issue with that ISP.
However, you should still monitor the highlighted ISP and make sure you only send to already engaged contacts to prevent real problems from developing.
If Deliverability Report indicates a problem, but there is no seedlist data available, that means that Return Path does not have a seedlist for that particular ISP.
Can I modify the seedlist?
No, you cannot use the seedlist yourself and you cannot add new addresses to it. If you would like to have more functionality, you can sign up for a Return Path account, or you can have your own seedlist, that you can upload and monitor in a separate segment.
What is IP reputation?
IP reputation is the ISPs first impression of you, when they determine the Spam Score of your email. This shows the state at the moment of sending and it is one of the most objective metrics to show your general reputation. The following table shows the reputation values and their most likely consequences:
|IP reputation (scale of 0-100)
||You will have serious deliverability problems if you do not change your sending strategy.
||24% of your emails will go to spam folders.
|81-90||10% of your emails will go to spam folders.
|91-100||Only 2% of your emails will end up in spam folders.|
What is Spam Score?
ISPs want to filter out spam for your contacts. Spam mail is not only unwanted, but can also contain phishing links, and other malicious things. To this end, they have a scoring system, called Spam Scoring.
The Spam Score is ever changing, and the metric is not public, but when you are sending, ISPs assess every mail based on the sender domain.
First, they check the authentication of the email. If it is OK, they check image and link domains, looking for phishing links. They also check the content against best practices; our Deliverability Advisor is helpful in this field: e.g. is there a text version, are you sending consistent volumes?
If you think that your Spam Scoring may be high, you can use IP warm-up to handle this.
What is IP warm-up?
When you start to use a new IP address, you have to introduce yourself to the ISP. This is called IP warm-up.
Take your whole contact list and segment to your absolutely most engaged contacts, the ones that will most certainly open and click, and start sending good content to these contacts. During the warm-up process, you build your reputation in about four weeks, with consistent volume and consistent content. You can slowly increase the number of contacts you are sending, until you reach the desired size of the segment.
If you miss this, the ISP will only see the highly inconsistent increase in volume and they will most likely handle you accordingly (e.g. block).
IP warm-up can also be used to tackle deliverability problems.
Can I use the same reply address in multiple accounts?
You can use the same reply address, but since this can affect your deliverability, as best practice, we strongly recommend separating your marketing and transactional sender addresses, based on the actual use case.
Can I send transactional and marketing emails from the same IP?
Yes, but an IP with a low reputation can seriously affect your deliverability. As best practice, separate your marketing and transactional emails. In general, transactional messages have better engagement and thus better deliverability, and if you do not separate marketing from this, your potential marketing problems will affect the inbox placement of your transactional mails, too.
However, maintaining a good deliverability is not rocket science, you just need to be mindful about your strategy and apply best practices.
You can check your reputation at Senderscore.org or in the Deliverability Advisor, if you have a dedicated IP address.
Can my account's blacklist be filled automatically (e.g. as a feed)?
No, unfortunately, this is not possible.
Can I update my account's blacklist at any time?
Yes, but please note that no imports are processed between 6-11 AM GMT+1 (Vienna time). This practically means that in the worst case, an update at 6 AM may take 5 hours to process.