From email deliverability auditsWe've been doing it at Badsender for over 10 years. And for 10 years, we've been adapting not only our analyses (because deliverability is constantly evolving), but also our methodologies.
Separating email deliverability audit, coaching and monitoring... useful?
For a long time now, we've been separating our different types of deliverability services: audit, diagnosis, coaching, support, monitoring, change of mailing solution... This means several templates, several starting points... But it's a point of view that we've largely challenged in recent months.
In the end, our deliverability services always follow more or less the same procedure:
- Understanding the customer's environment and gathering data
- Situation analysis, tests, audit
- Drafting recommendations
- Implementation of recommendations (whether made by our customer or directly by our team)
This cycle can be repeated in long form (coaching, monitoring), short form (deliverability support following an incident) or one-shot (audit or diagnosis). So there's really no reason to have different methodologies; it's only the pace of execution that will vary according to the different types of intervention.
A unified methodology, a single deliverability tracking document
This unified methodology is organized around a single deliverability tracking document! Always the same structure, always the same document, whatever the customer's needs. A single document that enables you to switch to coaching or monitoring mode as soon as an audit is completed.
This document is organized into several sections:
- Tracking time spent on the job: a link to our time-tracking tool so you can transparently understand the tasks we've spent time on.
- A summary of the objectives of the deliverability mission: these objectives can obviously evolve as the mission progresses.
- Mission start-up questionnaire: filled in by our customer at the beginning of the relationship to collect various data.
- Documentation of the customer's deliverability environment: this lists all technical information (domains, IPs...), important contacts, connection information to data sources (sending platforms, reputation sources...).
- Analyses and audits carried out: a history of the various analyses and deliverability audits carried out.
- An action tracking table: kanban-style, with prioritization and assignment of tasks. These tasks can be documented with deliverability guides step by step.
- Tracking meetings and workshops: to keep track of all the discussions that have taken place.
These elements are useful for all the types of deliverability services we provide, making it easy to switch from deliverability audits to coaching cycles, or to intervene at a moment's notice on a deliverability incident.
Example: How does an email deliverability audit at Badsender work?
The example below is based on a classic deliverability audit, i.e. without any in-depth work on data quality and engagement, which would require longer work and more workshops.
Depending on the complexity of the deliverability infrastructure (number of IPs, number of domains, number of message types, number of sending infrastructures), our deliverability audits take place over four to eight working days. We make sure to devote a maximum of 3/4 of the time to the audit itself, to free up time for post-audit coaching and follow-up. Here's how we work:
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1. Preparing and framing the mission
We begin each audit by preparing a detailed follow-up document and a start-up questionnaire. The latter is completed by the customer to provide us with a clear picture of their email ecosystem and objectives.
2. Workshop: configuring reputation sources and listing specific questions
We organize a workshop with the customer to explore together the sources of email reputation of their mailings and identify the specific issues related to their business. This exchange enables us to refine our analysis and focus on the most critical aspects.
3. Technical audit and analysis of practices
Based on the information collected, we carry out an in-depth deliverability analysis. If necessary, we return to the customer to ask questions, receive more data or obtain access to some of their platforms.
4. Feedback and action plan
We then share our diagnosis through a detailed report, accompanied by a list of concrete actions prioritized according to their urgency and complexity of implementation. The aim is to provide a clear, immediately usable roadmap.
5. Post-audit support and coaching
Rather than leaving our customers to implement their recommendations on their own, we provide hours of coaching. We hold bi-weekly check-ins to answer questions, adjust priorities if necessary and, in some cases, take over certain tasks if the customer lacks time or technical skills.
An audit designed to be actionable
What sets our approach apart is our commitment to making our audits immediately actionable. Our customers receive not just a report, but a real action plan, with the support they need to implement it.
If you want to improve your deliverability and optimize the performance of your email campaignsdon't hesitate to contact us to find out more about our approach and start an audit tailored to your needs.
