What are appropriate KPIs for compensation based pay for email deliverability roles?
Summary
What email marketers say13Marketer opinions
Marketer from Email Geeks shares that even bonuses based on KPIs like "increase delivery rate by x%" often feel meaningless and KPIs can go against the email marketer's own KPIs.
Email marketer from EmailGeeks Forum says that before thinking of comp plans you need to understand what the role involves. E.g. Are they a team player, good communicator and collaborator. Do they stay up to date with best practices
Email marketer from Email Marketing Professionals Group recommends focusing on metrics the deliverability person can directly influence, such as spam complaint rates and engagement metrics (opens/clicks) within a reasonable timeframe after implementing changes.
Email marketer from Only Influencers recommends setting up a deliverability program and if needed a deliverability consultant. Make sure they have the right tools, the right resources, and the right reporting.
Marketer from Email Geeks agrees that deliverability is a game where the deliverability person is held accountable for fixing problems when they do not control the means to implement the solution.
Email marketer from Kickbox recommends continuing to learn about deliverability and keep on top of everything. So you know if you are doing a great job or not.
Email marketer from Email Vendor Selection emphasizes the importance of the company using the right software to maintain a good deliverability. To allow you to follow the correct path.
Email marketer from Reddit suggests basing compensation on achieving specific, measurable improvements in deliverability metrics over a defined period. Also states they have a benchmark, then provides tiered bonus payments as goals are met.
Marketer from Email Geeks explains the deliverability person is caught in the middle between the mailbox provider and the client. If KPIs are important, they need to be things that the person can absolutely control like response times.
Marketer from Email Geeks explains that compensation works well for things like sales where there are absolute targets, but "no fix, no fee" would be commercial suicide for deliverability.
Marketer from Email Geeks uses the analogy of a doctor who can advise a patient but isn't responsible if the patient ignores the advice. Similarly, deliverability consultants should inform and warn but shouldn't be punished compensation-wise if their advice isn't heeded.
Marketer from Email Geeks says that there is no chance he would base his pay on whether a sender would implement the changes he recommended.
Email marketer from Mailjet highlights the importance of keeping a good score by ensuring subscribers engage with your campaigns, and you aren’t ending up in the junk folder.
What the experts say2Expert opinions
Expert from Word to the Wise mentions the metrics used by Return Path which are used to keep on track of deliverability. These included: inbox placement, read rates, complaint rates, and spam trap hits.
Expert from Spam Resource explains the importance of monitoring Sender Score and IP reputation to ensure good deliverability.
What the documentation says5Technical articles
Documentation from RFC standards bodies emphasizes the importance of email authentication compliance (SPF, DKIM, DMARC) to improve deliverability and protect email domains from spoofing, which, while not directly compensable, forms the foundation of deliverability efforts.
Documentation from Spamhaus emphasizes the importance of staying off blocklists and actively monitoring IPs and domains to be sure you are not on any lists. This allows you to resolve any issues quickly.
Documentation from Microsoft SNDS highlights the importance of maintaining a positive sender reputation by monitoring and addressing issues reported through their Smart Network Data Services (SNDS). It is very important to keep the IPs in green status.
Documentation from Google Postmaster Tools emphasizes that maintaining low spam complaint rates and adhering to best practices for authentication (SPF, DKIM, DMARC) are crucial for optimal deliverability, which could indirectly be tied to performance-based compensation.
Documentation from Validity states the importance of maintaining a good senderscore which monitors the IPs and reports any issues. This allows you to get issues fixed as quickly as possible.