What are the best methods for setting up an email seed list for internal stakeholders?

Summary

Setting up an effective email seed list for internal stakeholders involves a multifaceted approach. Experts and marketers suggest centralizing access through shared mailboxes, public folders, or dedicated VPS solutions to avoid overwhelming individual inboxes. While Google Groups offer an option, be cautious of potential accidental unsubscribes. Creating an email archive with search capabilities allows for deeper analysis. Seed lists are valuable for deliverability testing, identifying rendering issues across different email clients, and monitoring inbox placement; however, it is important to remember that are not a definitive measure of deliverability. For internal seed lists, whitelisting your sending domain/IP can prevent internal spam filtering. Always maintain your list, removing inactive addresses and avoiding spam traps. Using a mix of email providers in your seed list allows for more comprehensive testing, and automated tools can streamline monitoring.

Key findings

  • Centralized Access: Shared mailboxes, public folders, or VPS simplify access.
  • Google Group Risks: Google Groups carry a risk of accidental unsubscribes.
  • Archive Option: An email archive allows for searchable message copies.
  • Deliverability Testing: Seed lists help test deliverability and rendering.
  • Inbox Placement Monitoring: Seed lists assist in monitoring inbox placement.
  • Whitelisting: Whitelisting prevents internal spam filtering.
  • List Maintenance: Regular list maintenance is crucial.
  • Diverse Providers: Use a mix of email providers for testing.
  • Automation: Automated tools aid in seed list monitoring.
  • Seed Lists Limitations: Seed list should not be relied on as a full view of deliverability, and it is not statistically valid sample.

Key considerations

  • Centralized vs. Individual: Centralize access to avoid overwhelming individual inboxes.
  • Group Caveats: Weigh the risks of accidental unsubscribes with Google Groups.
  • Seed List Providers: Choose providers carefully as many free services run spam traps, and the seed accounts may not be correct.
  • Testing Scope: Understand the testing scope of the seed list; ensure to setup your own personal seed account as the experience of seed addresses may not reflect the experience of your customers.
  • Accuracy and Maintenance: Keep seed lists updated to maintain accuracy and remove bad email addresses.
  • Spam Trap Avoidance: Make sure that the seed list is free from spam trap emails.
  • Internal communication: Communicate to the seedlist group that this seedlist has been created and should not be marked as spam.

What email marketers say
9Marketer opinions

Setting up an internal email seed list involves several important considerations to ensure accurate deliverability testing and avoid negative impacts on your sender reputation. Experts recommend using a shared mailbox for internal stakeholders who need to see all emails, regularly updating the seed list to remove inactive or invalid addresses, and segmenting the list by email client and device for comprehensive testing. It's also crucial to exclude spam trap emails, create a separate internal email group for seed list recipients, and include a mix of email providers in the list. The ideal seed list size depends on your audience size and sending volume. Consider using automated tools to monitor seed list results and get alerts for deliverability issues.

Key opinions

  • Shared Mailbox: Using a shared mailbox simplifies access for internal stakeholders.
  • Deliverability Testing: Seed lists help test deliverability across different email clients.
  • Rendering Issues: Seed lists are useful for identifying and fixing rendering issues.
  • List Maintenance: Regularly update seed lists to remove inactive addresses.
  • Spam Traps: Seed lists must not include spam trap emails.
  • Internal Group: Create a separate internal group and educate stakeholders.
  • Diverse Providers: Include a mix of email providers for comprehensive testing.
  • Varying size: Ideal seed list size varies depending on the volume.
  • Automation: Automation can help to monitor the seed list.

Key considerations

  • Testing Value: Seed lists are valuable for identifying potential rendering issues and deliverability across different email clients.
  • Accuracy Maintenance: It's important to keep your seed list updated and remove inactive or invalid email addresses to maintain the accuracy of your deliverability testing.
  • Negative Impacts: Seed lists should not include spam trap emails, as they can negatively impact your sender reputation.
  • Comprehensive review: Include a mix of email providers (Gmail, Yahoo, Outlook, etc.) in your seed list to get a comprehensive view of deliverability across different platforms.
Marketer view

Email marketer from EmailDiscussions forum recommends using automated tools or services to monitor your seed list results and get alerts when emails are not being delivered to the inbox. This can save time and help you identify deliverability issues more quickly.

January 2022 - EmailDiscussions
Marketer view

Email marketer from StackExchange suggests including a mix of email providers (Gmail, Yahoo, Outlook, etc.) in your seed list to get a comprehensive view of deliverability across different platforms. They recommend that you can setup your own to be able to review the results.

November 2023 - StackExchange
Marketer view

Email marketer from Reddit recommends creating a separate internal email group for seed list recipients, ensuring they're aware of the purpose and instructed not to mark emails as spam. Also, the poster recommends to educate internal stakeholders as to why this is important.

March 2021 - Reddit
Marketer view

Email marketer from Email on Acid shares the advice that it's important to keep your seed list updated and remove inactive or invalid email addresses to maintain the accuracy of your deliverability testing. They also suggest segmenting your seed list by email client and device.

April 2023 - Email on Acid
Marketer view

Email marketer from Quora explains that the ideal seed list size depends on your audience size and sending volume. A small seed list of 5-10 addresses may be sufficient for low-volume senders, while larger senders may need a seed list of 20 or more addresses to get a representative sample.

July 2022 - Quora
Marketer view

Email marketer from Litmus explains that a key use case for seed lists is to check how your emails render across different email clients and devices. This helps you identify and fix any design or formatting issues before sending to your wider audience.

July 2021 - Litmus
Marketer view

Marketer from Email Geeks suggests a shared mailbox makes more sense than adding individuals if everyone on the seed list needs to receive every email.

April 2022 - Email Geeks
Marketer view

Email marketer from GMass explains that seed lists should not include spam trap emails, as they can negatively impact your sender reputation. They recommend cleaning your email list regularly to remove inactive or invalid addresses.

November 2022 - GMass
Marketer view

Email marketer from Mailtrap Blog explains that seed lists are valuable for testing email deliverability across different email clients and identifying potential rendering issues before sending to your main audience.

April 2024 - Mailtrap Blog

What the experts say
7Expert opinions

Setting up an effective email seed list for internal stakeholders involves several considerations. Centralizing access through a shared mailbox, public folder, or a dedicated VPS helps avoid inbox flooding and simplifies management. While Google Groups can be used, they carry the risk of accidental unsubscribes. For deeper analysis, consider building an email archive with search capabilities. Remember that seed lists offer limited insights into overall deliverability and are not statistically representative. Choose seed list providers carefully, avoiding free services that might be spam traps.

Key opinions

  • Centralized Access: Shared mailboxes, public folders, or a dedicated VPS simplify access and management.
  • Google Group Risks: Google Groups can lead to accidental unsubscribes.
  • Archive Option: Building an email archive allows for searchable message copies.
  • Limited Deliverability View: Seed lists provide limited insight into overall deliverability.
  • Spam Trap Risk: Free seed list services might be spam traps.

Key considerations

  • Alternative to Individual Inboxes: Consider a central mailbox or public folder over flooding individual inboxes.
  • Google Group Caveats: Be aware of the potential for accidental unsubscribes when using Google Groups.
  • Seed List Limitations: Don't rely solely on seed lists for a complete view of deliverability; they are not a statistically valid sample.
  • Provider Selection: Choose seed list providers carefully, avoiding free services to minimize the risk of spam traps.
Expert view

Expert from Email Geeks suggests alternatives to groups or individual emails for seed lists, such as a public folder on the mail server, and notes that groups and individual emails have their own challenges.

May 2024 - Email Geeks
Expert view

Expert from Email Geeks shares how they built an archive to store email copies and make them searchable by recreating the message on demand from metadata and the original template.

May 2024 - Email Geeks
Expert view

Expert from Email Geeks suggests using a central mailbox that all team members can access instead of flooding their individual inboxes with seed list emails.

August 2021 - Email Geeks
Expert view

Expert from Spam Resource explains that seed lists can give you *some* information about inbox placement, but should not be relied on as a full view of deliverability. They are not a statistically valid sample, and the experience of seed addresses may not reflect the experience of your customers.

March 2022 - Spam Resource
Expert view

Expert from Word to the Wise explains that one should choose seed list providers carefully. There are a lot of ‘free’ services that are effectively running spam traps, and it is better to choose providers that cost money, but are up front about who runs the seed accounts.

October 2024 - Word to the Wise
Expert view

Expert from Email Geeks suggests setting up a VPS with a single mailbox to collect all seed list emails and potentially dropping it into a searchable database.

January 2025 - Email Geeks
Expert view

Expert from Email Geeks explains that a Google Group can work for a seed list, but there are risks such as accidentally unsubscribing the entire group from emails. Also tracking clicks on a per individual basis for those people will not be possible.

December 2022 - Email Geeks

What the documentation says
4Technical articles

Email seed lists are useful for monitoring inbox placement and identifying potential deliverability problems related to content, sender reputation, and spam filtering. However, they should not be the only measure of deliverability, as sender reputation, authentication, and content quality also play significant roles. For internal seed lists, whitelisting your sending domain or IP address within your organization's Google Workspace settings can prevent internal emails from being marked as spam.

Key findings

  • Inbox Placement: Seed lists help monitor inbox placement.
  • Problem Identification: Seed lists identify content and sender reputation issues.
  • Limited Deliverability View: Seed lists are not the sole measure of deliverability.
  • Whitelisting: Whitelisting prevents internal spam filtering.

Key considerations

  • Monitoring: Actively monitor seed list results for deliverability problems.
  • Data-Driven Adjustments: Use seed list data to adjust sending practices.
  • Holistic Approach: Recognize seed lists are not foolproof; sender reputation, authentication, and content quality are also important.
  • Internal Delivery: Whitelist sending domain/IP to ensure internal delivery.
Technical article

Documentation from Google Workspace Admin explains how to whitelist your sending domain or IP address within your organization's Google Workspace settings to prevent internal emails from being marked as spam. This can be helpful for ensuring that your internal seed list recipients receive your emails.

October 2023 - Google
Technical article

Documentation from Mailchimp explains that while seed lists can provide some insights, they are not a foolproof method for guaranteeing deliverability. Factors such as sender reputation, authentication, and content quality also play a significant role.

August 2021 - Mailchimp
Technical article

Documentation from SendGrid explains that seed lists can help monitor inbox placement and identify potential issues with email content or sender reputation. However, they caution against using seed lists as the sole measure of deliverability.

February 2023 - SendGrid
Technical article

Documentation from SparkPost explains the importance of actively monitoring seed list results to identify any deliverability problems, such as emails landing in the spam folder or being blocked altogether. They advise using this data to adjust your sending practices and improve your sender reputation.

December 2021 - SparkPost