Triggered mail outperforms broadcasts several-fold because timing and relevance are built in.
The metrics that matter#
- Authentication pass rate: share of mail passing SPF, DKIM, and DMARC alignment. Healthy: 99% or higher.
- Spam complaint rate: Gmail enforces at 0.3%; stay under 0.1%.
- Hard bounce rate: under 2%; above 5% triggers platform reviews.
- Inbox placement: above 90% across major providers via seed tests.
- Engagement: click and reply rates by segment; opens are unreliable after Mail Privacy Protection.
Where to read them#
- Google Postmaster Tools for Gmail domain reputation, spam rate, and authentication.
- Microsoft SNDS and JMRP for Outlook.com IP reputation and complaints.
- Your ESP's delivery and bounce reports.
- DMARC aggregate reports for authentication by source.
Improving the numbers#
- Map the lifecycle stages and the one behavior that defines each transition.
- Build a welcome series first; it has the highest engagement of any automation.
- Add onboarding nudges triggered by inaction (did not complete setup in 3 days).
- Create a win-back series for customers approaching churn signals.
- Review each automation quarterly; stale content erodes trust.
Frequently asked questions#
What automations should I build first?
Welcome series, abandoned action recovery, and post-purchase or post-signup onboarding.