{"id":31056,"date":"2021-04-22T16:42:25","date_gmt":"2021-04-22T16:42:25","guid":{"rendered":"https:\/\/www.validity.com\/?p=31056"},"modified":"2026-03-11T12:39:47","modified_gmt":"2026-03-11T16:39:47","slug":"top-4-attributes-to-look-for-when-selecting-an-email-deliverability-solution","status":"publish","type":"post","link":"https:\/\/www.litmus.com\/blog\/top-4-attributes-to-look-for-when-selecting-an-email-deliverability-solution","title":{"rendered":"Top 4 Things to Look for When Choosing an Email Deliverability Solution"},"content":{"rendered":"<table style=\"background-color: #f2f3f6; margin-top:30px;\">\n<tbody>\n<tr>\n<td class=\"block-1\" style=\"padding: 20px;\">\n<h3>Key takeaways \u2728<\/h3>\n<ul>\n<li><span style=\"font-weight: 400;\"><strong>ROI should be your first filter<\/strong>. A strong deliverability solution demonstrates measurable returns\u2014not just lower costs\u2014by boosting open rates, click-throughs, and conversions<\/span><\/li>\n<li><strong>Report quality depends on the company&#8217;s data network<\/strong><b>. You&#8217;ll get the most accurate view of your KPIs from a company with hundreds of proprietary data feeds and customer data to analyze.<\/b><\/li>\n<li><span style=\"font-weight: 400;\"><strong>Look for a deliverability solution that&#8217;s constantly innovating<\/strong> and helping customers improve their email programs.<\/span><\/li>\n<\/ul>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>So, you\u2019re in the market for software to improve your email campaigns. Maybe you\u2019ve sounded the alarm because your open and conversion rates are dropping. Maybe you\u2019ve discovered <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/www.validity.com\/resource-center\/dont-block-me\/\" target=\"_blank\" rel=\"noopener noreferrer\">you\u2019re on a blocklist<\/a>. Maybe bad email addresses lurking in your database are weighing you down.<\/p>\n<p>Whatever the reason, you\u2019ve realized that your email tech stack needs an upgrade to get the maximum lifetime value out of your database. Now you\u2019re faced with a dizzying array of alternatives to choose from, and they all talk a good game about improving email deliverability. How can you distinguish one from another?<\/p>\n<p>The answer is to do your due diligence. Here are criteria and questions for evaluating those alternatives so you can make the best possible choice and get the most out of your email campaigns.<\/p>\n<h3>Table of contents<\/h3>\n<ul>\n<li><a rel=\"noopener\" href=\"#strong-roi\">Good deliverability solutions tell a strong ROI story<\/a><\/li>\n<li><a rel=\"noopener\" href=\"#data-networks\">Good deliverability solutions are built on great data networks<\/a><\/li>\n<li><a rel=\"noopener\" href=\"#work-together\">Good deliverability solutions come from technology designed to work together<\/a><\/li>\n<li><a rel=\"noopener\" href=\"#innovating\">Good deliverability solutions are constantly innovating\u2014they\u2019re leaders, not followers<\/a><\/li>\n<li><a rel=\"noopener\" href=\"#good-partner\">The value of a good partner<\/a><\/li>\n<\/ul>\n<h2 id=\"strong-roi\">1. Good deliverability solutions tell a strong ROI story<\/h2>\n<p>Your email marketing campaigns are a critical channel for your business. Whether you\u2019re a B2C company selling direct to consumers or a B2B company engaging your subscribers, you\u2019re religiously following all your Key Performance Indicators (KPIs) and doing everything you can to boost them across campaigns. Open rates. Click-through rates. Conversion rates. Your Return on Investment (ROI) depends on those metrics.<\/p>\n<p>With Litmus from Validity, we\u2019ve seen clients get more messages to more people by increasing their deliverability rates from the mid-70% to the high-90% range. Our clients stand out in a crowded inbox, some reporting open rates increasing by 15-35% and click-through rates by 20%. Plus, we help our clients deliver better campaigns faster by a 75% reduction in time spent on database and list management. Add those benefits up, and a typical company sending 20 million emails per month\u2014at industry benchmarks for open, click-through, and conversion rates and averaging $30 per conversion on a 75,000-customer base\u2014would see a payback in a little over three months and a three-year ROI of 450%.<\/p>\n<p>Beware of companies that build you an ROI story by decreasing the \u201cI\u201d rather than increasing the \u201cR.\u201d After all, you get what you pay for. If they\u2019re packaging their deliverability technology as part of a broader tech stack\u2014 or throwing it in the deal for next to nothing to win you over\u2014then they may be desperately trying to build a customer base to prop up a failing technology because their solution can\u2019t compete on its merits alone. You don\u2019t want to be a casualty when the company fails to scale.<\/p>\n<p><em>Ask the question: What ROI can I expect from your solution?<\/em><\/p>\n\n<div class=\"container pt-3 pb-5\">\n\t<div class=\"row blog-cta-blue  p-4\">\n\t\t<div class=\"col-12 mx-auto\">\n\t\t\t<div class=\"row d-flex align-items-center\">\n\t\t\t<div class=\"col-lg-6 col-12\">\n\t\t\t\t<p class=\"bold fs-4\">Become a better email sender <\/p>\n\t\t\t\t<p>Assess where your email program is today, learn how to improve it, and take action to drive even more ROI. <\/p>\n\t\t\t\t<button class=\"button-blue arrow\"><a href=\"https:\/\/senderscore.org\/\" class=\"text-white text-decoration-none\">Get your Sender Score <\/a><\/button>\n\t\t\t<\/div><!--col-6-->\n\t\t\t<div class=\"col-6 d-none d-lg-block\">\n\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/12\/blog-cta-12172024.svg\" width=\"208\" height=\"171\" alt=\"\">\n\t\t\t<\/div><!--col-6-->\n\t\t\t<\/div> <!--row-->\n\t\t<\/div><!--col-12-->\n\t<\/div><!--row-->\n<\/div><!--container-->\n\t\n\t\t\n\t\n\t\n\t\n\n<h2 id=\"data-networks\">2. Good deliverability solutions are built on great data networks<\/h2>\n<p>When evaluating alternatives, it\u2019s tempting to take everything at face value. Inbox placement rates? Engagement metrics? Reputation monitoring? Check, check, check\u2026 looks like they all have the same features.<\/p>\n<p>However, not all these reports are alike. Your insights from the reports depend on the accuracy of the underlying data. What determines the accuracy of that data? The company\u2019s data network.<\/p>\n<p>Some solutions report results based on a small, limited set of signals. To make up the difference, they may rely on inaccurate, fabricated, or unrepresentative data, such as panel data, to track certain metrics. On the surface, those techniques sound viable, but at best these \u201cdirectionally correct\u201d results may lead to misinformed decisions.<\/p>\n<p>In contrast, as the global leader in email data, Validity\u2019s data network dwarfs the ones other vendors rely on. Covering over 140 ISPs across the entire globe, our seed network is the largest in the industry, providing accurate, reliable, comprehensive coverage of inbox placement results in 38 countries. We even personalize the data to represent real placement stats for your actual audience. We analyze over three trillion data points a year\u2014that\u2019s 10 billion each day\u2014through hundreds of proprietary data feeds and customer data. We also have the largest publicly available commercial trap network with 50 million hits per day, covering mail originated from every country in the world. By virtue of its broad partnerships with mailbox providers and industry leaders, Validity gives its customers the most accurate view of their KPIs.<\/p>\n<p><em>Ask the question: What data network is powering your reports?<\/em><\/p>\n<h2 id=\"work-together\">3. Good deliverability solutions come from technology designed to work together<\/h2>\n<p>With so many different use cases for optimizing your email campaigns, it\u2019s possible to assemble your own hodgepodge of technologies and pray they all work together.<\/p>\n<p>Some vendors of email solutions have done just that. By stitching together a patchwork quilt of aging third-party solutions, they attempt to cover their bald spots to give the impression of a more complete platform.<\/p>\n<p>Because Validity owns its technology, we have control over the roadmap for our all-in-one platform. We can make sure they integrate so we can correlate results across related functionality. Unlike other vendors, we aren&#8217;t beholden to the timelines and releases of those other point solutions to plug gaps.<\/p>\n<p><em>Ask the question: Which parts of your solution are yours, and which are powered by other vendors?<\/em><\/p>\n<h2 id=\"innovating\">4. Good deliverability solutions are constantly innovating\u2014they\u2019re leaders, not followers<\/h2>\n<p>Imagine you\u2019re taking your car to the shop, and the mechanics ask you questions like, \u201cHow do you want me to fix this? If you could rebuild the car, how would you do it? What have you seen other repair shops do?\u201d Not exactly a way to build trust in their expertise. Yet some email vendors, in a scramble to figure out what to invest in next, are asking their customers for direction because they don\u2019t know what to do next.<\/p>\n<p>They\u2019re watching to see what Litmus does.<\/p>\n<p>Litmus from Validity is <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/www.validity.com\/resource-center\/the-culmination-of-return-paths-and-250oks-climb-to-peak-performance\/\" target=\"_blank\" rel=\"noopener noreferrer\">built on top of the innovation legacies of Return Path and 250ok\u2014<\/a>two giants in the email marketing industry. It represents a technological leap forward for both former companies. It not only knits together the strengths of their technologies, but also extends their capabilities with competitive intelligence, stronger data integrations, and a cleverly designed interface to tie it all together. Plus, we have more innovations from our roadmap already in motion.<\/p>\n<p><em>Ask the question: When was your last big release, and what\u2019s next?<\/em><\/p>\n<h2 id=\"good-partner\">The value of a partner like Litmus<\/h2>\n<p>Using Litmus generates more revenue and increases the LTV of your database, thanks to Validity\u2019s expertise, technology, and experience.<\/p>\n<p>If you\u2019re not serious about getting the best ROI on your email marketing, then by all means find another vendor. There are plenty of email optimization vendors out there that will let you \u201ccheck the boxes\u201d and look like you\u2019re doing something. But if you\u2019re being judged on the performance of your campaigns, then why not get great results and be a hero?<\/p>\n\n<div class=\"container pt-3 pb-5\">\n\t<div class=\"row blog-cta-blue  p-4\">\n\t\t<div class=\"col-12 mx-auto\">\n\t\t\t<div class=\"row d-flex align-items-center\">\n\t\t\t<div class=\"col-lg-6 col-12\">\n\t\t\t\t<p class=\"bold fs-4\">Get better inboxplacement <\/p>\n\t\t\t\t<p>Request your demo to discover how Litmus Deliverability helps ensure your emails reach the inbox\u2014not the spam folder. <\/p>\n\t\t\t\t<button class=\"button-blue arrow\"><a href=\"https:\/\/www.litmus.com\/pricing\" class=\"text-white text-decoration-none\">Book a demo <\/a><\/button>\n\t\t\t<\/div><!--col-6-->\n\t\t\t<div class=\"col-6 d-none d-lg-block\">\n\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/12\/blog-cta-12172024.svg\" width=\"208\" height=\"171\" alt=\"\">\n\t\t\t<\/div><!--col-6-->\n\t\t\t<\/div> <!--row-->\n\t\t<\/div><!--col-12-->\n\t<\/div><!--row-->\n<\/div><!--container-->\n\t\n\t\t\n\t\n\t\n\t\n\n","protected":false},"excerpt":{"rendered":"<p>Key takeaways \u2728 ROI should be your first filter. A &hellip;<\/p>\n","protected":false},"author":56,"featured_media":123182,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"tags":[45,9363],"blog_category":[10302],"class_list":["post-31056","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","tag-deliverability","tag-email-marketing-strategy","blog_category-email-deliverability"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.5 (Yoast SEO v27.7) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Top 4 Things to Look for When Choosing an Email Deliverability Solution - Litmus<\/title>\n<meta name=\"description\" content=\"Key takeaways \u2728 ROI should be your first filter. 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