While your email service provider (ESP) can provide you with valuable metrics such as delivery rate, bounce rate, complaint rate and more, it’s important to consider the “big picture” when tracking the success of your email program. Seeding your email campaigns—or sending your campaigns to a list of test email addresses—can help you to see the big picture by allowing you to get a sense for how your emails will be perceived before you send them, as well as where your emails will land once they’ve been sent. With these insights, you’ll be able to effectively optimize and troubleshoot your email program.
Let’s break down the process of seeding a campaign.
A seed list contains real email addresses provided by your deliverability tracking platform and is used to monitor your email campaigns. By using a seed list to track inbox placement, you can view deliverability metrics with mailbox providers (MBPs) such as Gmail, Yahoo, and Microsoft.
A seed test involves sending your email campaign to the addresses on the seed list, gathering valuable data, and identifying issues before sending your campaign to your audience. The top benefit of a seed test is being able to see inbox placement metrics. These metrics determine if your campaign is landing in the inbox, the spam folder, or going missing. This information tells you if your subscribers are able to see your campaign or if it’s going straight to the spam folder.
A seed test can also provide the data to help you diagnose why your emails are hitting the spam folder or going missing. Checking the header data, authentication (SPF, DKIM, and DMARC), link validation, and design rendering can let you know what steps you need to take to improve your inbox placement rate.
Now that you have a better idea of what seed testing is, you should know that there are many do’s and don’ts when it comes to seed testing. Here are some of the most important things to keep in mind to get the most out of your seed tests.
Seed testing is an important part of your overall email strategy, as it will provide you with critical insights into your campaign performance. This is just one piece of the big picture, however, and should be looked at alongside other valuable data points to help you have the best inbox placement and engagement.
Validity’s email solutions can help you adjust your test procedures and provide you with the data you need to optimize your email program. With Everest, you’ll gain detailed insights into your campaign performance, be able to identify and resolve issues, and have access to the largest global seed list in the industry. Learn more about Everest here, or to get started right away, schedule a demo.