Email Health Check – 6 Critical Elements of a Healthy Domain
Email is a powerful marketing channel that has the potential to outperform most other channels, but it requires a consistent effort to perform well. An email health check can help identify and resolve issues that can affect deliverability and overall program performance.
When evaluating your email program, it’s important to start with an overall look at the 6 critical components of a healthy domain. Checking these elements regularly can prevent a sudden drop in performance and ensure that your emails get delivered to the inbox rather than being marked as spam.
Domain Health
Your email domain is the unique name that identifies your email provider’s identity on the internet, and it’s one of the most crucial aspects of email marketing. A healthy domain is essential for email deliverability and inbox placement rate, and a poor one can lead to decreased delivery, reduced engagement rates, and damage your brand reputation.
Bounces
A significant amount of bounces can cause a dramatic drop in your email deliverability score, and it’s crucial to take steps to mitigate them as soon as you notice them. Review your list of hygiene practices and sunset policies, and use tools like Litmus Email Guardian to monitor for broken links and changes in email client rendering.
It’s also a good idea to assess your email program for any major fluctuations in performance, including the number of new subscribers added to your list and the volume of automations that are being sent. Steady send volumes will help inbox providers understand that you’re a reliable sender, and your open rate is a great way to measure how engaged your subscribers are with your content.