Fact: Engagement Impacts Deliverability

Posted by Julia Petre 

We’ve heard predictions of the death of email for years. Like those who predict the end of the world, it’s largely agreed that these people don’t know what they are talking about. Email isn’t dying. But that doesn’t mean it’s not changing. Technology is advancing, email recipients are interacting differently, and mailbox providers are adjusting their algorithms. And the same goes for Validity. Our technology is advancing, our understanding of email is growing, and we’re continually improving our product to provide the best deliverability data in the world. 

One of the sources that put our Return Path Platform in a class of its own is SmartSeedsSmartSeeds for Gmail are the newest and most advanced deliverability monitoring mechanism in the industry. They give senders insight into how their mail is delivering based on subscriber interaction.  

Here are three ways SmartSeeds are superior to anything else out there.  

They make engagement insights available
At global mailbox providers like Gmailwho are making placement decisions based on engagement, traditional seeds just don’t cut it anymore.  

The reality is that since 2010 the market has drastically changed, and major mailbox providers have moved towards engagement-based filtering. Because of this, traditional seeds (what we call CoreSeeds) aren’t going to give you the best deliverability insight at mailbox providers that use engagement-based filtering. With nothing behind the account interacting with messages, CoreSeeds don’t provide engagement data for mailbox providers to analyze. This means traditional seeds (CoreSeeds) only provide an accurate representation of inbox placement at Mailbox Providers who don’t use engagement filteringSmartSeeds provide, for the first time, engagement-based insights to senders in a complete and transparent way. While we still love our CoreSeeds, and know that they are an important piece of understanding deliverability, we also know that the industry is changing and CoreSeeds are not enough anymore. SmartSeeds are the advancement that this industry needs and will lay the foundation for the future of inbox placement monitoring. 

They provide transparency the industry has never seen before:
SmartSeeds provide the insight senders are missing to better understand deliverability metrics. They also put senders in control. SmartSeeds offer more in-depth insight into how different levels of user engagement can impact your program by showing the data broken down by engagement profile. This allows you to better understand your deliverability across your subscriber base and understand the potential impacts on your KPIs. 

This means that there’s less mystery to the data, eliminating some of the troubleshooting that senders traditionally have had to do to figure out what portion of your list is impacted. Because the data is broken out for you, you can look at the data and determine where the deliverability issue is impacting you and determine how to prioritize and approach the solution. If you see inbox placement challenges with your engaged subscribers, you will approach the problem differently than if you see inbox placement challenges with your least engaged subscribers. These insights make troubleshooting easier and help you predict impacts to your campaigns and marketing KPIs.  

They provide complete coverage: 
SmartSeeds offer 100% coverage for our senders. This means that every sender can see engagement-based deliverability metrics on every campaign they send. No guessing, no hoping, no mystery. With SmartSeeds you are not leaving engagement-based deliverability insights to chance. You see engagement-based placement data for 100% of your campaigns and we offer this coverage for 100% of our clients. We have full coverage internationally, we have full coverage for niche senders, and we have full coverage on small campaigns. For every sender on every campaign worldwide.  

We can all agree that email is not dead. But we all need to understand that email is not static either. It’s growing, advancing, and evolving constantly. With Validity and our Return Path products, we’ve got you covered. We’re moving and shaking unlike anyone else in the industry—with us you are getting the best and most advanced deliverability data available on earth. 

Want to learn more about Validity for Email, how mailbox providers filter email, and our data sources? Join us for our webinar, The Fact and Fiction of Email Filtering, tomorrow, October 23, at 12 pm EST. Register now! Can’t make it? Register anyways and we’ll send you the recording.  

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About Julia Petre

Julia has worked at Return Path for almost 8 years. With stints on client service and product, she ultimately found her sweet spot as Director of Product Marketing. In this role, Julia is focused on understanding why our products matter to marketers, and plays an integral role in driving strategy, ideation, and collaboration across a variety of pre and post-launch activities.

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