How do I set up Braze with Validity/Everest seed lists?

Summary

Setting up Braze with Validity/Everest seed lists involves several key steps and considerations. Seed lists should be imported into Braze with unique, identifiable external IDs. The Everest seed list must match the email addresses used in Braze, and measures should be taken to prevent suppression of seed emails. Active monitoring in Everest is essential. List hygiene and segmentation practices enhance sender reputation, improving overall deliverability. Setting up custom headers can assist in identifying seed list emails. To send data to Everest use webhooks, which are set up inside of Braze. Correctly configuring seed lists is vital, coupled with active monitoring. Comparing results across multiple services is crucial for accurate deliverability assessment. Ensure your seed list is up to date and accurately reflects your target audience. When troubleshooting, review email deliverability. Utilize Validity's integration support for proper setup.

Key findings

  • Seed List Import & IDs: Import seed lists into Braze using unique external IDs (e.g., everestseedlist-1).
  • Email Matching: Ensure the Everest seed list email addresses match those in Braze.
  • Suppression Avoidance: Prevent suppression or filtering of seed emails within Braze.
  • Active Monitoring: Actively monitor seed list performance in Everest.
  • List Management: Implement list hygiene and segmentation to enhance sender reputation.
  • Custom Headers: Consider using custom headers to identify seed list emails for tracking.
  • Webhook Integration: Setup webhooks to send data from Braze to Validity/Everest
  • Compare results: Compare Results across multiple services.

Key considerations

  • Accuracy: Data is accurate and up to date.
  • Seed Strategy: Integrate seed lists into a broader email testing strategy.
  • Expert guidance: Contact expert support.

What email marketers say
10Marketer opinions

To set up Braze with Validity/Everest seed lists, the main recommendations are to import seed lists into Braze with identifiable external IDs, ensure the seed list in Everest matches the email addresses in Braze, avoid suppressing or filtering seed emails, and actively monitor the performance in Everest. Cleaning the email list and segmenting it contributes to a better sender reputation, indirectly benefiting deliverability. Setting up custom headers can help identify seed list emails. Regular updates to seed lists will make sure your target audience is accurately represented in the test.

Key opinions

  • Seed List Import: Import seed lists into Braze with identifiable external IDs (e.g., everestseedlist-1).
  • Seed List Matching: Ensure the seed list in Everest matches the email addresses used in Braze.
  • Suppression Avoidance: Verify that seed emails are not being suppressed or filtered out by Braze's systems.
  • Active Monitoring: Actively monitor seed list performance in Everest.
  • List Hygiene: Cleaning and segmenting the email list improves sender reputation.
  • Custom Headers: Setting up custom headers can help identify seed list emails within analytics.
  • Review Placement: Review the inbox placement for performance metrics in Everest
  • Seed Testing: Effective method to check email placement.

Key considerations

  • Data Accuracy: Ensure the data used in seed testing is accurate and up to date.
  • ESP Integration: Setting up custom headers in Braze and integrating with external Validity to track seed performance.
  • Email Monitoring: To send email event data to Validity Everest. To set up a webhook within Braze.
Marketer view

Email marketer from Email Geeks offers to monitor seed logs to ensure emails aren't missing from their side, and is the seed manager for Validity.

March 2025 - Email Geeks
Marketer view

Email marketer from Email Geeks shares that they imported the seed list into Braze with their emails, but set the external ID’s as everestseedlist-1, everestseedlist-2, etc.

November 2022 - Email Geeks
Marketer view

Email marketer from Reddit advises that cleaning your email list regularly and segmenting it helps maintain a good sender reputation, so that the reputation can be monitored in everest and braze will benefit from the increased deliverability

September 2022 - Reddit
Marketer view

Email marketer from StackOverflow suggests setting up custom headers in Braze to identify seed list emails. This involves adding headers like 'X-Everest-Seed: true' to your campaigns and then filtering based on these headers in Validity to track seed performance. This may not be directly possible in Braze, but is a method for other ESPs to integrate

February 2022 - StackOverflow
Marketer view

Email marketer from Quora recommends ensuring that the seed list in Everest matches the email addresses being used in Braze and verifying that the seed emails are not being suppressed or filtered out by Braze's systems. In addition, ensure you are actively monitoring

March 2023 - Quora
Marketer view

Email marketer from Email Geeks offers to monitor seed logs to ensure emails aren't missing from their side, and is the seed manager for Validity.

March 2025 - Email Geeks
Marketer view

Email marketer from Litmus shares that seed testing is an effective method to check email placement, but ensure the seed list is up to date and accurately reflects your target audience to ensure accurate results inside Braze using seed data from Everest.

June 2024 - Litmus
Marketer view

Email marketer from Email on Acid indicates to upload your seed list, then add seed list to your campaigns inside Everest. Reviewing the inbox placement for performance metrics.

December 2023 - Email On Acid
Marketer view

Email marketer from EmailToolTester explains Everest monitors email campaigns via a seed list and provides actionable data that empowers you to improve campaign performance. To send email event data to Validity Everest. To set up a webhook, create a new webhook within Braze.

January 2022 - EmailToolTester
Marketer view

Email marketer from Email Geeks shares that they imported the seed list into Braze with their emails, but set the external ID’s as everestseedlist-1, everestseedlist-2, etc.

November 2022 - Email Geeks

What the experts say
2Expert opinions

Setting up Braze with Validity/Everest seed lists involves correctly establishing seed lists, actively monitoring their performance with tools like Validity Everest, maintaining list hygiene, and ensuring proper authentication for better deliverability. Comparing results across multiple services provides a more accurate overview of overall deliverability.

Key opinions

  • Correct Seed List Setup: Importance of setting up seed lists correctly in Braze.
  • Active Performance Monitoring: Actively monitoring seed list performance using tools like Validity Everest.
  • List Hygiene: Emphasizing the need for list hygiene to improve deliverability.
  • Proper Authentication: Ensuring proper authentication to enhance deliverability to the inbox.
  • Multiple Service Monitoring: Monitoring and comparing results across multiple services for accurate deliverability assessment.

Key considerations

  • Seed List Strategy: Use seed lists as part of a wider email testing strategy.
  • Service Comparison: Compare results across multiple services like Braze and Everest for accuracy.
Expert view

Expert from Spam Resource discusses the importance of setting up seed lists correctly and actively monitoring their performance using tools like Validity Everest, emphasizing the need for list hygiene and proper authentication to improve deliverability to the inbox when using seed data.

September 2023 - Spam Resource
Expert view

Expert from Word to the Wise details how to get the most out of using seed lists as a part of a wider email testing regime. It is important to monitor and compare your results in multiple services to get an accurate picture of overall deliverability.

May 2024 - Word to the Wise

What the documentation says
6Technical articles

Setting up Braze with Validity/Everest seed lists involves uploading seed lists with unique external IDs in Braze, adding seed lists through Everest's 'Seed List Management,' and troubleshooting missing seed data by verifying placements and data ingestion. Braze facilitates data sharing with Validity Everest via webhooks configured in the Developer Console. Validity offers integration support to ensure proper setup.

Key findings

  • Unique External IDs: Upload seed lists with unique, identifiable external IDs (e.g., `everestseedlist-1`) in Braze.
  • Everest Seed List Management: Add seed lists through the 'My Everest' and 'Seed List Management' page in Everest, ensuring to name seedlist.
  • Troubleshooting Missing Data: Troubleshoot missing seed data by verifying seed placements and data ingestion from Braze.
  • Webhook Setup: Set up a webhook in Braze's Developer Console to send email event data to Validity Everest, using the POST method and Validity's provided URL.
  • Integration Support: Validity offers integration and direct support for Braze and Everest integration; contact Validity support for assistance.

Key considerations

  • Deliverability Review: Review email deliverability when troubleshooting, noting any email suppressions affecting seed addresses.
  • Active Configuration: Ensure seed placements are active and correctly configured within Validity.
Technical article

Documentation from Braze Help Center explains that seed groups are employed to measure deliverability across various mailbox providers. They recommend uploading seed lists with unique, identifiable external IDs (e.g., `everestseedlist-1`).

September 2021 - Braze Help Center
Technical article

Documentation from Braze's knowledge base explains steps to troubleshooting issues with campaign delivery. Including steps to confirm deliverability, and reasons for email supressions that may affect seed addresses. This should be reviewed when not seeing seed list data in Everest.

July 2022 - Braze Help Center
Technical article

Documentation from Validity Help Center explains how to add a seed list to Everest, indicating that users should go to the 'My Everest' and then the 'Seed List Management' page to add seeds. Ensure you name seedlist

November 2021 - Validity Help Center
Technical article

Documentation from Validity Knowledge Base provides steps to troubleshoot if seed data is missing. This includes verifying seed placements are active and correctly configured within Validity and confirming data ingestion from your ESP (Braze).

August 2021 - Validity Knowledge Base
Technical article

Documentation from Braze explains to send email event data to Validity Everest. To set up a webhook, create a new webhook within Braze by navigating to Developer Console > Webhooks, then select the POST method and the destination URL provided by Validity.

November 2022 - Braze Help Center
Technical article

Documentation from Validity that they offer integration and direct support for Braze and Everest integration. Contact validity support to ensure integration is set up correctly.

July 2022 - Validity Knowledge Base