Using the deliverability audit workflow action with HubSpot

Landing in the inbox is critical to your email marketing program's success. Deliverability Audit lets you test your open/click rates at the inbox provider level to quickly detect and correct deliverability issues if you see declines with a specific inbox provider.

Deliverability audit options

Currently, the system supports three different types of deliverability audits as detailed below.

  • B2B vs. B2C deliverability audit - This is a useful audit to perform a more wholistic audit especially when you have a mixture of both free email addresses and business addresses that make up your audience.  Your audience will be split into three different segments which include:
    • B2C - Email addresses that are supported by the three major free inbox providers (Verizon Media Group/ Microsoft/Google) will branch here.
    • B2B - Business email addresses that are supported by either Google Workspace or Microsoft Office365 will branch here. 
    • None met - Email addresses supported by business domains where the provider doesn't match Google or Microsoft or free inbox providers that don't match one of the major consumer inbox providers will branch here.
  • B2B deliverability audit - This is a useful audit to perform when you are focussed in the business 2 business industry and a significant majority of your audience is made of people with business email addresses.  Your audience will be split into three different segments which include:
    • Microsoft Office365 - Business email addresses that are supported by Microsoft's Office365 business service will branch here.
    • Google Workspace - Business email addresses that are supported by Google's business service will branch here.
    • None met - Email addresses supported by business domains where the provider doesn't match Google or Microsoft Office365 or any free inbox providers will branch here.
  • B2C deliverability audit - This is a useful audit to perform when you are focussed in the business 2 consumer industry and a significant majority of your audience is made of people with free email addresses.  Your audience will be split into four different segments which include:
    • Verizon - Email addresses that are supported by @verizon, @yahoo and @aol will branch here.
    • Microsoft - Email addresses that are supported by a mirage of domains like @live, @outlook, @hotmail will branch here.
    • Google - Email addresses that are supported by @gmail will branch here.
    • None met - This is where either email addresses supported by business domains or free inbox providers that don't have significant marketshare will branch here.

Once you've determined which type of audit you want to perform, follow the three steps below.  Additionally, an example of step by step instructions can also be found at the bottom of this article.

Step 1 - Set up your audit

Test for differences in engagement between the five most popular B2B and B2C email providers. Deliverability Audit can also separate free providers from business emails, and identify which business domains are powered by Google Workspace and which are using Office 365.

Step 2 - Compare your results

Are your Verizon Media Group (@yahoo/@aol/@verizon) engagement rates performing lower than Gmail and Microsoft (@outlook/@hotmail/@msn/etc.)? It might be worth investigating. Email engagement rates across providers generally don’t vary much unless there’s a technical or deliverability issue with a specific provider.

Step 3 - Make an action plan and get back in the inbox!

Once you've identified which email provider(s) are having deliverability issues, you can take targeted steps to fix them.

B2C example performing a deliverability audit

 

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