The below covers a number of questions we often receive from HubSpot users when using the deliverability audit tool. If we haven't covered a question, please do reach out and we'll get it added for everyone.
Does the deliverability audit tool have its own reporting system?
Short answer - No.
The deliverability audit tool was not designed to be a reporting tool, but rather a tool that identifies which inbox provider an email address is hosted by and then push the contact down the branch that corresponds to their respective inbox provider.
How do I report on the results of a deliverability audit?
Short answer - Inside the HubSpot email reporting tool.
To report on your results, you’ll need to create / clone the email you want to use for the audit which will then be placed under its respective branch in the deliverability audit test. Once the email completes sending you can then use the “Compare emails” feature in the HubSpot email dashboard to report on the results of your audit.
Pro Tip - We recommend performing an audit when you have an email going to a larger segment of your audience which will provide you with more concrete results.
Does deliverability audit work with “Regular” emails or only “Automated” emails?
Short answer - Your emails do need to be saved / published for automation.
Because the deliverability audit tool only works with HubSpot workflows, your emails do need to be emails published for automation. If you’ve already created the emails to be used for the audit as “Regular” emails, you can always convert them in the HubSpot email drafting tool.
Pro Tip - To convert an email, open up the email editor, click on “Actions” in the top right of the window and click on “Convert to automated email”.
Do I need to create and place a send email workflow action step underneath the “None met” branch?
Short answer - Yes, you should create a separate email for contacts that flow down the “None met” branch.
Depending on the type of audit you are performing, the deliverability audit tool will push contacts that either have an unknown inbox provider or a provider that is not part of the test down the “None met” branch. If you do not place a send email action step underneath this branch, then anyone who travels down the branch will not be mailed.
Pro Tip - For example, if you are running a B2B Deliverability Audit, and you do not put anything under the “None met” branch, contacts that don’t have their inbox hosted by Google Workspace or Microsoft Office365 will flow down this branch and nothing will be sent to them.
Can I store the inbox provider as a property in HubSpot?
Short answer - Yes, you can.
The way to accomplish this is to create a custom property in HubSpot that is a dropdown select property with each inbox provider. You can then create a workflow with an action step that copies the property to this property.
I know one of my contact’s business domain is hosted by Microsoft Office365, however, why were they pushed down the “None met” branch?
Short answer - It’s complicated!
Some email servers sit behind filtering systems (like Mimecast) that will hide who the actual inbox provider is. Because of this, the deliverability audit tool can’t tell who the hosting provider is. You should still have good coverage to understand how your emails are performing with the different providers.
I see some alerts / errors being reported in the HubSpot workflow stating that some deliverability audit workflow actions didn’t execute. Should I be concerned?
Short answer - No.
At times there can be transient network errors in the communication between Seventh Sense and HubSpot. The two systems were designed to handle these types of failures through a timeout mechanism which means if a contact fails at the deliverability audit step, they will flow to the “None met” branch.
Pro Tip - If you ever see more than a 1% failure rate, please open a support ticket with us at firstname.lastname@example.org.