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Email Delivery: Getting The Most Out Of Metrics

Engagement and delivery metrics are the foundation of most business decisions for any email sender, so organizing your DynECT Email Delivery account in a method so you’ll be able to get the most out of these metrics is important.

This post will explain the various ways to segregate and group data to make sure it is easy to utilize when maintaining your business strategy, email lists, campaigns or any other actions.

Dyn - Email Deliverability

Use of Sub-Accounts

DynECT Email Delivery clients have the ability to create sub-accounts.  Other than rolling up to a master account, sub-accounts are treated as separate users within DynECT and allow for a unique method of segregating data, metrics and users.

One common desire is to separate mail from various organizational departments — such as marketing and operations — as there are often separate users that need different log in credentials, as well as the need to separate and organize data in different ways.  This all can be done easily with separate sub-accounts.

Some other reasons to separate various types of emails into sub-accounts could include:

  • Dedicated IPs vs. Shared IPs: Upon review by our team at Dyn, we can help you decide on allocating different sub-accounts to various shared or dedicated IP pools.  Be sure to read our other post on the differences between dedicated and shared IPs.
  • 3rd Party Senders or Resellers: For some clients that send on behalf of third parties or provide other services and resell email delivery, sub-accounts are a nice way to manage each of your clients. Setting up a different sub account can help separate the metrics for each of those mail streams.

Approved Senders

Approved senders can be set up in each master or sub-account.  Approved senders may be set up for different types of mail like transactional or marketing email.  The benefit of separating out these types of email is the ability to see your delivery (sent, delivered, bounced, issues, complaints) and engagement (reads, opens, clicks) separated for your different email types.  These reports for delivery metrics can be separated via the approved sender within the portal and downloaded via the API, with the use of wildcard senders (ie; *@dyn.com) also allowed.

Custom X-Headers

Use of custom X-Headers is an additional data sorting method and can be customized in almost any method.  These X-Header values are available in the engagement metrics, allowing for further detailed information on opens, clicks and read data.  Custom X-Headers might consist of demographic data like age or gender for a marketing campaign, content A/B testing or any other metrics that may be important to your business.  Custom X-Headers can also be used to merge data from different sub-accounts, email service providers or internally and externally sent email.

As you can see, there are a vast amount of variations in the way you could set up your DynECT Email Delivery account to best utilize the metrics and reporting for your particular business.  Our Concierge team is always available to answer any questions you might have on how to best setup your account. If you’re not a current customer of Dyn and would like these abilities for your own email delivery system, what are you waiting for?


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Whois: Mike Veilleux

Mike Veilleux is the Director of Product Management for Dyn, a cloud-based Internet Performance company that helps companies monitor, control, and optimize online infrastructure for an exceptional end-user experience. Follow Mike on Twitter: @MikeVeilleux and @Dyn.