What are appropriate KPIs for compensation based pay for email deliverability roles?

Summary

Experts and marketers generally agree that compensating deliverability roles based purely on final delivery metrics is problematic due to the lack of direct control over implementation and external factors. Focus should be on factors the role controls directly and compensation tied to collaboration, communication, and proactive measures like setting up a deliverability program and the company giving the person the correct tools. Core metrics to monitor include: inbox placement, read rates, complaint rates, and spam trap hits. Technical documentation reinforces best practices, including email authentication (SPF, DKIM, DMARC), sender reputation management, and blocklist avoidance. The best KPIs are measurable improvements in areas the role can influence, or related to setting up a deliverability program.

Key findings

  • Limited Control, High Impact: Deliverability professionals have a huge influence but often lack direct control over factors influencing email delivery, making direct delivery-based compensation tricky.
  • Meaningless KPIs, Focus on Meaningful KPIs: Basing bonuses solely on KPIs like increased delivery rates can feel arbitrary. Instead, focus on those which the individual can directly influence.
  • Core Metrics: Core Metrics to monitor are inbox placement, read rates, complaint rates, and spam trap hits.
  • Authentication Matters: Proper email authentication (SPF, DKIM, DMARC) is critical and has a large impact
  • Proactive Approach: The best compensations are focused on specific goals and the company giving them the correct tools and setting up a deliverability program.

Key considerations

  • Role Definition: Clearly define the deliverability role and responsibilities before designing a compensation plan to ensure proper alignment.
  • Teamwork: Consider compensating for teamwork, communication skills, and staying updated on best practices.
  • Company Buy-in: Ensure that company culture and approach supports the work of the deliverability professional. The company needs to be on board with recommendations
  • Technical Understanding: The plan should reflect an understanding of the technical elements needed, such as authentication and best practice sending, and how important they are.
  • Indirect Compensation: Consider indirect compensation, such as career development, additional benefits etc, to promote high performance.

What email marketers say
13Marketer opinions

Experts and marketers generally agree that compensating deliverability roles based purely on final delivery metrics is problematic due to the lack of direct control over implementation and external factors. Focus should be on factors the role controls directly and compensation tied to collaboration, communication, and proactive measures like setting up a deliverability program. Some suggested compensations are focused on specific goals and the company giving them the correct tools.

Key opinions

  • Limited Control: Deliverability professionals often lack direct control over factors influencing email delivery.
  • Meaningless KPIs: Basing bonuses on KPIs like increased delivery rates can feel arbitrary and may conflict with marketing goals.
  • Focus on Influence: Compensation should align with metrics the deliverability person can directly influence, such as response times or spam complaint rates.
  • Importance of Tools: Give the person the correct software and tools to ensure the best deliverability.

Key considerations

  • Role Definition: Clearly define the deliverability role and responsibilities before designing a compensation plan.
  • Teamwork: Consider compensating for teamwork, communication skills, and staying updated on best practices.
  • Proactive Measures: Reward proactive measures like setting up a deliverability program and robust reporting.
  • Balanced Approach: Strive for a balance between performance-based incentives and acknowledging the limitations of the role.
Marketer view

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.

December 2024 - Email Geeks
Marketer view

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

September 2022 - EmailGeeks Forum
Marketer view

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.

January 2025 - Email Marketing Professionals Group
Marketer view

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.

September 2021 - Only Influencers
Marketer view

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.

August 2023 - Email Geeks
Marketer view

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.

July 2023 - Kickbox
Marketer view

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.

August 2021 - Email Vendor Selection
Marketer view

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.

November 2023 - Reddit
Marketer view

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.

April 2021 - Email Geeks
Marketer view

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.

December 2021 - Email Geeks
Marketer view

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.

May 2023 - Email Geeks
Marketer view

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.

April 2024 - Email Geeks
Marketer view

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.

December 2024 - Mailjet

What the experts say
2Expert opinions

Experts emphasize the importance of monitoring key deliverability metrics such as inbox placement, read rates, complaint rates, spam trap hits, Sender Score, and IP reputation. These metrics provide valuable insights into email deliverability performance and can be used to track progress and identify areas for improvement.

Key opinions

  • Inbox Placement: Monitoring inbox placement is crucial for understanding where emails are landing (inbox vs. spam folder).
  • Engagement Metrics: Read rates and complaint rates provide insights into subscriber engagement and satisfaction.
  • Reputation Monitoring: Sender Score and IP reputation are key indicators of sender trustworthiness and impact deliverability.
  • Spam Traps: Monitoring spam trap hits helps identify potential list hygiene issues and prevent future deliverability problems.

Key considerations

  • Comprehensive Monitoring: Implement a comprehensive monitoring system to track all relevant deliverability metrics.
  • Data Analysis: Regularly analyze deliverability data to identify trends and potential issues.
  • Actionable Insights: Use deliverability insights to optimize email campaigns and improve sender reputation.
  • Tool Selection: Select appropriate tools and services for monitoring and managing email deliverability.
Expert view

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.

October 2023 - Word to the Wise
Expert view

Expert from Spam Resource explains the importance of monitoring Sender Score and IP reputation to ensure good deliverability.

August 2024 - Spam Resource

What the documentation says
5Technical articles

Technical documentation emphasizes that maintaining good email deliverability involves adhering to industry best practices, which includes email authentication (SPF, DKIM, DMARC), maintaining a positive sender reputation, keeping spam complaint rates low, staying off blocklists, and actively monitoring Sender Score and IP reputation. Although not directly compensable, these technical aspects form a foundation for good deliverability.

Key findings

  • Authentication Matters: Proper email authentication (SPF, DKIM, DMARC) is critical for establishing sender legitimacy.
  • Reputation is Key: Maintaining a positive sender reputation directly impacts deliverability rates.
  • Complaint Rates: Low spam complaint rates are essential for avoiding penalties from mailbox providers.
  • Blocklist Avoidance: Avoiding blocklists is crucial for ensuring emails reach the intended recipients.
  • SenderScore Importance: A good SenderScore indicates good sending practices and enhances deliverability.

Key considerations

  • Technical Expertise: Deliverability roles require strong technical expertise in email authentication and reputation management.
  • Proactive Monitoring: Proactive monitoring of Sender Score, IP reputation, and blocklists is essential for identifying and addressing issues.
  • Continuous Improvement: Deliverability requires continuous improvement and adaptation to changing industry standards and best practices.
  • Indirect Compensation: While not directly compensable, expertise in these areas supports overall deliverability success.
Technical article

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.

April 2023 - RFC
Technical article

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.

October 2023 - Spamhaus
Technical article

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.

January 2024 - Microsoft SNDS
Technical article

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.

July 2021 - Google Postmaster Tools
Technical article

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.

March 2024 - Validity