What is Deliverability Reporting?
The Deliverability Report is one of our Deliverability Tools that helps you identify possible issues with your deliverability on an ISP level. We do this by analyzing the response rates for the 10 most popular domains in your launch list and comparing these with the campaign average. We also look at your responses for other campaigns and use industry seedlists to provide a clear picture of why your messages have deliverability issues.
As a quick reminder, here is the onboarding video about Deliverability:
How does it work?
We compare data from two different sources to make sure we don't display false alerts.
- Our domain reporting service compares ISP-level open rates to the general campaign open rate. If the ISP open rate does not hit our data benchmark, it suggests that your emails most likely ended up in spam folders (low open rate compared to average campaign open rate) or you might be blocked by the specified ISP (no opens for a domain).
- For campaigns sent to more than 10k recipients, we run an additional check using the Inbox Monitor (also known as seedlist functionality) of our partner, Return Path. Based on the result of this query, we can also identify possible ISP-specific deliverability issues.
There are two limitations which may sometimes have an impact on Deliverability Reporting:
- In rare cases, Inbox Monitor might not have seed addresses for all your top 10 domains. In these cases the table will contain No seedlist data available in the corresponding ISP rows.
- If you are using Send Time Optimization, this reporting is not available for all the parent campaigns; it is only available for each individual launch.
Interpreting the report
Sections of the report
The report is broken down into four sections.
1. The header
The header part contains the basic information of the selected campaign. In order to understand the impact of the possible issues, you will find the volume and average open rate of the campaign here. We use these metrics as benchmarks when we identify ISP-related issues.
There is also a link here to our Deliverability Advisor tool, which provides highly targeted guidance on how to optimize your content for great deliverability. For more information, see Deliverability Advisor.
2. The table
This section is about the domain-based campaign deliverability performance.
3. The pie chart
The pie chart shows the distribution of the top 10 target domains for the selected campaign.
4. The bar charts
Click Show more details to display bar charts which provide details of the Opens, Clicks, Bounces and Unsubscribes for the top 10 domains, in percentage terms and with absolute numbers.
Color-coding of the report
The report is flagged by color to give you an instant idea of the status.
Green means success
If our tools did not detect any issues that require your attention you will see a green confirmation on the page.
Orange means warning
If either Emarsys or the Inbox Monitor (where applicable) find anything suspicious after aggregating domain-level data, we will display an orange warning below the general campaign data.
Orange does not mean that there is an actual problem. It is more an indication that you should continue to monitor this ISP. You can try to fix the issue yourself (e.g. by excluding non-responders from the affected ISP for a while), or it may be that the contact segment is not large enough for the data to provide statistically relevant results.
You should only escalate orange warnings to Emarsys Support after you have checked the content of your email and if the warning has been shown consistently for multiple campaigns.
Red means problems
If you see a red warning, it means that you do have a problem at least with one ISP. We only display the Issue once we have proof both from our system and from Inbox Monitor that indicates a problem with the same ISP.
Issues can point you to possible blocks by ISPs or serious engagement problems that endanger your deliverability. Solving these issues should be your first priority.
Note: To ensure that our data is statistically meaningful we will never display red warnings for campaigns that were sent to fewer than 1,000 recipients and for domains where the recipient count is below 100.