The Deliverability Index is a tool that allows you to understand how much the management of your campaigns, in all its aspects, complies with industry best practices.
The term deliverability should not be confused with the delivery rate (a metric that indicates how many messages reach the recipient's inbox out of the total sent), but has to do first and foremost with the concept of trust - between sender and recipient - and with that of the reputation – of who sends the email campaigns.
Inside MailUp you will find timely suggestions that will help you understand which activities can negatively impact the deliverability and performance of campaigns and what to do to intervene and improve the Deliverability Index.
What influences the Deliverability Index
The Deliverability Index consists of the evaluation of multiple aspects. Each of them, depending on how it is solved, is assigned a positive or negative score, defining a single final value for the entire platform. The actions that influence the Deliverability Index are:
How you acquire contacts (e.g. recipient consent)
How you manage contacts (for example by deleting unreachable recipients)
The compliant rate you receive (e.g. abuse reports)
The relevance and engagement of your communications (e.g. open rate and engagement)
How senders are authenticated
How do you organize the sending of domains
How to set up sending practices (volume/consistency) for IP reputation and delivery results
All of these aspects are evaluated based on campaigns completed in the last 30 days. For example, the deliverability index could be low if multiple campaigns were sent in the last month with an incorrectly authenticated sender while, with subsequent campaigns, it could improve simply because a different correctly authenticated sender is used.