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Perform Your Own Deliverability Audit
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By Louis Chatoff

I thought it would be helpful for marketers to know what it takes to do a comprehensive deliverability audit. Even an email marketer with satisfactory sending results should take an hour or so a month to make sure all the checks and balances are in place. If an email marketer is finding their open rates declining and bounce rates increasing, a thorough audit can almost certainly right the ship.

Check the delivery report
Delivery reports should be closely monitored for blocks and deferrals. All deliverability problems should be handled promptly by first correcting the mailing practice that caused the problem, and then contacting the ISP. More times than not the contact method is included in the bounce reason.

Do an open rate by domain analysis
Take the time to make sure that the top domains within your mailing list are actually opening your message. For example if your mailing list is 15% yahoo.com addresses, but only 3% of your opens are from yahoo.com members, you may have messages bouncing or going to the bulk folder.

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