How to Assess Deliverability by Email Domain

Maintaining a good email deliverability reputation is one of the trickier aspects of email marketing. Many different factors come into play, including (but not limited to) recipient engagement, DNS records, and, as I will discuss in this post, individual email domains. An email domain refers to the service a recipient uses to access their email — for example, Gmail, Yahoo, Outlook, Hotmail, etc. Deliverability often varies by which email domain a recipient is using. No email marketer wants their campaigns ending up in the spam folder, so it’s important that you take note of how your emails are performing by domain and, if need be, alter your strategy accordingly.

Assess Deliverability by Email Domain

For tips on how to assess your email deliverability overall, check out this post from SendGrid. To assess deliverability by individual domain, you can navigate to the Advanced Reports tab when analyzing a campaign in your Klaviyo account. From here, you will be able to see the open, click, and bounce rates for a particular campaign broken down by email domain.

2016-07-06_Blog_Post_Advanced_Reports___KlaviyoMost often, open rates are used as the metric to measure the deliverability of a campaign. If you see an open rate below 10%, this may indicate that your emails are going to recipients’ spam folders for a particular domain.

Segment Your List by Email Domain

If you do notice that a particular email domain has far lower open rates than the others, you can hone in on this domain and take steps to improve your deliverability. Namely, you can segment out email addresses using this domain and treat them differently.

Let’s say you notice that you have an open rate of 5% for the Gmail email addresses on your master list, but the open rates for the other domains are above 10%. Create one segment using the parameters below:

Gmail_Recipients___KlaviyoThen, determine who in this list is engaged. One way you can measure engagement is by including people who have opened an email at least once in the past 30 days and have been added to the list over 30 days ago.

Gmail_Recipients___KlaviyoOnce you’ve done this, you can target the remainder of Gmail users by creating a segment of those who have opened an email zero times in the past 30 days and have been added to the list over 30 days ago. Try reactivating these contacts back by sending them a winback series, or test sending frequency to see if you can boost open rates. To reach those who have signed up in the past 30 days, create a third segment.

Next, create another segment that will replace your initial master list using the parameters below:

NonGmail_Recipients___KlaviyoThese recipients can be treated the same way you treated your initial master list.

Conclusion

List cleaning is an essential part of maintaining good email deliverability, but sometimes deliverability can vary by email domain. Be sure to analyze your email deliverability by domain by visiting the Advanced Reports tab for campaigns and, if you notice low open rates for a particular domain, take the steps outlined above to increase engagement.

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