How to determine email inbox rate without ESP data?

Summary

Determining email inbox rates without ESP data involves a multifaceted approach that combines monitoring sender reputation, engagement metrics, and implementing email authentication protocols. Tools like Google Postmaster Tools and Microsoft SNDS provide insights into deliverability specifically for Gmail and Microsoft domains, respectively. Monitoring domain-based engagement metrics (opens, clicks, unsubscribes) and meticulously analyzing bounce messages can also indirectly indicate inbox placement. While seed lists can offer some insights, their accuracy is limited due to personalized filtering. Addressing ISP throttling, maintaining good list hygiene, setting up feedback loops, and monitoring IP reputation through tools are also essential components. Furthermore, implementing strong email authentication protocols (SPF, DKIM, DMARC) is vital for sender legitimacy and improved deliverability. Finally, the validity of vendor data and the distinction between panel data tools and direct inbox testing must be considered.

Key findings

  • Sender Reputation Tools: Tools like Google Postmaster Tools and Microsoft SNDS provide domain-specific deliverability insights.
  • Engagement Metrics: Domain-based engagement metrics (opens, clicks, unsubscribes) offer indirect indicators of inbox placement.
  • Authentication: SPF, DKIM, and DMARC are crucial for establishing sender legitimacy and improving deliverability.
  • List Hygiene: Maintaining good list hygiene enhances sender reputation and inbox placement rates.
  • Feedback Loops: Setting up feedback loops with ISPs aids in identifying spam issues.
  • IP Reputation Monitoring: Monitoring IP reputation helps identify blacklisting issues impacting deliverability.

Key considerations

  • Personalized Filtering: Personalized filtering limits the accuracy of seed lists.
  • ISP Throttling: ISP throttling can impact inbox placement.
  • Vendor Data Validation: Always validate the accuracy of data received from third-party vendors.
  • Proxy Data Limitations: Methods relying on proxy data provide estimates rather than precise inbox rates.

What email marketers say
10Marketer opinions

Determining email inbox rate without ESP data involves using a combination of techniques to infer deliverability. Monitoring sender reputation through tools like Google Postmaster Tools and Sender Score, analyzing bounce messages, and setting up feedback loops with ISPs are crucial. Engagement metrics (opens, clicks, complaints) segmented by domain also provide valuable insights. Seed lists can offer some data, but personalized filtering limits their accuracy. Good list hygiene and strong email authentication (SPF, DKIM, DMARC) contribute to improved deliverability. Tools for inbox placement testing provide a direct measure of inbox rates.

Key opinions

  • Sender Reputation: Analyzing sender reputation through tools can give insight into deliverability without ESP data.
  • Engagement Metrics: Monitoring engagement metrics segmented by domain can indirectly indicate inbox placement performance.
  • Authentication: Strong email authentication (SPF, DKIM, DMARC) are crucial for deliverability and impact inboxing.
  • List Hygiene: Maintaining good list hygiene improves sender reputation and increase inbox placement rates.
  • Feedback Loops: Setting up feedback loops with ISPs helps identify spam issues and improves inbox placement.
  • Inbox Placement Testing: Using tools for inbox placement testing can provide a direct measure of inbox rates across different providers.

Key considerations

  • Personalized Filtering: Personalized filtering limits the accuracy of seed lists for determining inbox placement.
  • Proxy Data: Methods other than ReturnPath Certification involve informed guesses based on proxy data.
  • Domain Segmentation: Analyzing metrics segmented by domain is essential for understanding variations in inbox placement.
  • Bounce Analysis: Meticulously analyzing bounce messages gives insight to deliverability problems.
Marketer view

Email marketer from Email Geeks shares that personalized filtering makes it hard to give a true inbox rate as it's tuned to the individual recipient. Seedlists might be used to get the numbers.

September 2021 - Email Geeks
Marketer view

Email marketer from Stackoverflow describes that setting up feedback loops (FBLs) with major ISPs allows you to receive complaints from recipients and identify spam issues impacting inbox placement. It helps determine if your recipients marked your email as spam.

November 2022 - Stackoverflow

What the experts say
5Expert opinions

Determining email inbox rates without ESP data requires careful analysis and understanding of various factors. It's important to validate vendor data and understand the differences between panel data tools and direct testing. Monitoring trending performance metrics on a domain-by-domain basis can indicate inbox placement. While seed lists offer some insight, they are flawed due to personalized filtering. ISP throttling significantly impacts inbox placement, necessitating monitoring of sending volume and engagement. Strong authentication via SPF, DKIM, and DMARC is crucial for deliverability.

Key opinions

  • Vendor Data: Vendor data should be validated, and the method of data collection (panel data vs. direct testing) should be understood.
  • Domain-Based Monitoring: Monitoring performance metrics (opens, clicks, unsubscribes) on a domain-by-domain basis indicates inbox placement.
  • ISP Throttling: ISP throttling impacts inbox placement; monitor sending volume and engagement.
  • Authentication: Strong authentication (SPF, DKIM, DMARC) is essential for deliverability.

Key considerations

  • Personalized Filtering: Seed lists are flawed due to personalized filtering, limiting their accuracy.
  • Data Validation: Always carefully consider the data you are receiving from 3rd party vendors.
Expert view

Expert from Word to the Wise explains that ISP throttling can significantly impact inbox placement, and monitoring your sending volume alongside engagement metrics can provide clues about whether throttling is affecting your deliverability, offering a workaround to direct inbox rate data.

December 2024 - Word to the Wise
Expert view

Expert from Email Geeks suggests monitoring trending performance metrics (opens, clicks, unsubscribes) on a domain-by-domain basis for the largest domains to indicate inbox placement and potential issues.

August 2024 - Email Geeks

What the documentation says
5Technical articles

Determining email inbox rate without ESP data relies heavily on leveraging email authentication and monitoring tools provided by major email providers. Implementing SPF, DKIM, and DMARC is crucial for verifying sender legitimacy and preventing spoofing, directly impacting deliverability. Google Postmaster Tools offers insights into domain reputation, spam rates, and feedback loops, specifically for Gmail users. Microsoft's SNDS allows for monitoring IP health and identifying deliverability issues when sending to Microsoft domains.

Key findings

  • Google Postmaster Tools: Provides insights into domain reputation, spam rates, and feedback loops for Gmail users.
  • Microsoft SNDS: Allows monitoring of IP health and identification of deliverability issues for Microsoft domains.
  • SPF Implementation: Helps prevent spoofing and improves deliverability by verifying authorized mail servers.
  • DKIM Implementation: Verifies that an email was sent and authorized by the owner of the domain, reducing spam risk.
  • DMARC Implementation: Provides control over unauthorized email using your domain and offers reporting on authentication failures.

Key considerations

  • Tool Specificity: Google Postmaster Tools and Microsoft SNDS provide insights specific to Gmail and Microsoft domains, respectively.
  • Authentication Importance: SPF, DKIM, and DMARC are foundational for establishing sender legitimacy and improving deliverability.
Technical article

Documentation from Google explains that using Google Postmaster Tools provides insights into your domain's reputation, spam rate, and feedback loop, helping you understand deliverability to Gmail users.

April 2024 - Google
Technical article

Documentation from RFC Editor explains that implementing Sender Policy Framework (SPF) records helps prevent spoofing and improves deliverability by allowing receiving mail servers to verify that emails are sent from authorized mail servers.

December 2022 - RFC Editor