Your Quick Guide To: Email Reputation and Email Engagement Metrics

Email reputation and engagement metrics are crucial for determining email deliverability, as Internet Service Providers (ISPs) use these factors to decide whether to deliver emails to recipients. Key reputation metrics include the spam complaint rate, which is the percentage of subscribers marking emails as spam; unknown users, which are non-existent email addresses resulting in bounced messages; and spam traps, which are email addresses set up to catch spammers. Engagement metrics involve subscriber actions such as open rates and clicks, with open rates counting only when images in emails are downloaded, while clicks refer to the number of link interactions. Other indicators of engagement include saving emails to folders and panel data, which involves user evaluations of whether emails are correctly marked as spam. Maintaining good email practices, such as ensuring list hygiene and monitoring engagement data, can help improve email reputation and deliverability.