How to Monitor Your Email Deliverability Over Time
Deliverability is not a one-time setup — it requires ongoing monitoring. Here is the monitoring framework that keeps your cold email program healthy.
Deliverability is not a one-time setup — it requires ongoing monitoring. Here is the monitoring framework that keeps your cold email program healthy.
Daily monitoring
Check reply rates on active campaigns. A sudden drop in replies is the earliest indicator of deliverability issues. Also check for any account suspensions or error messages from Google Workspace or Microsoft 365.
Weekly monitoring
Run the deliverability checker from at least one account per domain. Check Google Postmaster Tools for domain reputation and spam rate. Run the blacklist checker on all sending domains. Review bounce rates from the past week's campaigns.
Monthly monitoring
Run a full deliverability audit (see Article 59). Check domain expiry dates using the domain expiry checker. Review aggregate performance trends across all campaigns. Compare current month metrics to previous months to identify trends.
Key metrics to track
Inbox placement rate (via deliverability testing). Bounce rate (from your sending tool). Spam complaint rate (from Google Postmaster Tools). Open rate trend (directional, not absolute). Reply rate trend. Domain reputation score (from Postmaster Tools).
Creating a monitoring dashboard
Use a Google Sheet to track weekly metrics across all domains and accounts. Record the date, domain, inbox placement %, bounce %, spam rate, open rate, and reply rate. Over time, this spreadsheet becomes your early warning system — you can spot trends before they become problems.
When to escalate
If inbox placement drops below 70%, investigate immediately. If bounce rate exceeds 3%, stop the affected campaign. If spam rate exceeds 0.1% on Google Postmaster Tools, review the campaign causing complaints. If a domain appears on a major blacklist, pause sending and start the delisting process. Early detection and rapid response are the keys to maintaining long-term deliverability.
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