Setup checklist#
- ☐ Track clicks and replies as primary metrics; opens are unreliable after Mail Privacy Protection.
- ☐ Set benchmarks per segment and channel rather than industry averages.
- ☐ Watch unsubscribe rate (aim under 0.5%) and complaint rate (under 0.1%).
- ☐ Feed engagement back into segmentation and sunset policies.
Audit checklist#
- ☐ Confirm you are not: reporting opens as success when Apple inflates them by prefetching.
- ☐ Confirm you are not: ignoring the complaint rate until Postmaster Tools flags it.
Ongoing monitoring#
- ☐ Weekly: review provider dashboards (Postmaster Tools, SNDS) and bounce logs
- ☐ Monthly: re-run the setup verification after any vendor or DNS change
- ☐ Quarterly: full audit against this checklist
Frequently asked questions#
What is a good click-through rate?
2 to 5% for marketing email is common; transactional mail often exceeds 10%.