> ## Documentation Index
> Fetch the complete documentation index at: https://moengage.com/docs/llms.txt
> Use this file to discover all available pages before exploring further.

# Checklist to Review Email Performance

> Use this checklist to review email performance and sender reputation in MoEngage. Evaluate key factors during ramp-up or when diagnosing reputation dips.

Review the following for each sender/domain if any performance or reputation issues are observed. It is crucial to evaluate all of these factors when monitoring ramp-up customers, analyzing reputation declines, or assessing progress toward reputation improvement.

<Info>
  All of these must be done for each different sub-domain.
</Info>

| **Criteria**                                                  | **Factors to be monitored**                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        |
| ------------------------------------------------------------- | ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------ |
| [Compliance](https://www.moengage.com/blog/email-compliance/) | <ul><li>Are all the compliance requirements met?</li><li>If not - Pause everything and fix this first.</li></ul>                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                   |
| Email set up                                                  | <ul><li>Is the [email setup](/user-guide/campaigns-and-channels/email/getting-started-with-email/email-setup-and-content-validation) still intact?</li><li>If not - pause everything from the domain/IP set that has issues and fix that before resuming.</li></ul>                                                                                                                                                                                                                                                                                                                                                |
| Sent volume                                                   | <ul><li>Is the volume in line with the ramp-up plan (if applicable)? <ul><li>If not, pause -> backtrack -> make sure all metrics are intact -> then resume.</li></ul></li><li>Was there a volume spike? <ul><li>Volume spike would be sent volume more than 150% of the highest volume sent in the last 30 days.</li><li>If yes, why did that happen? What has been done to ensure, it doesn't recur?</li><li>Send only to email openers with reduced frequency and reach out to each postmaster explaining the cause of the issue and steps taken to recover/prevent it from happening again.</li></ul></li></ul> |
| Sending frequency                                             | <ul><li>Are you sending enough times per week/fortnight to keep the IPs warm? <ul><li>If not, try other lifecycle use cases, and reach out to the postmaster to explain why you have sporadic sends.</li></ul></li><li>What is the RPM being used? <ul><li>If there are deferrals/delayed delivery/infrequent sends, lower the RPM.</li></ul></li></ul>                                                                                                                                                                                                                                                            |
| Delivery rate                                                 | <ul><li>What is the average delivery rate? <ul><li>If it's below 98%, review the reasons behind it.</li></ul></li><li>If there are high hard bounces, secure audience collection points, implement double opt it, send welcome campaigns, and look whether hard bounces are automatically suppressed as expected or not.</li><li>If there are high soft bounces, reach the error description, and fix it accordingly.</li></ul>                                                                                                                                                                                    |
| Deferrals                                                     | <ul><li>Are there deferrals \[event: Event Deferred]? <ul><li>If yes, pause for a day and clear the queue, resume with lower volumes and low RPM, and reach out to postmaster support.</li></ul></li></ul>                                                                                                                                                                                                                                                                                                                                                                                                         |
| Open and click rate                                           | <ul><li>Are the Unique open rates across all ISPs on par with the [benchmark](https://info.moengage.com/thank-you-resources-email-benchmarks-report-2023?submissionGuid=998837dc-1063-47e5-b7aa-f78c0442e603)? <ul><li>If not, revise your sending strategy.</li></ul></li></ul>                                                                                                                                                                                                                                                                                                                                   |
| Spam complaints (Gmail)                                       | <ul><li>Is the spam rate higher than the threshold? <ul><li>If yes, review the [user-collection sources](/user-guide/campaigns-and-channels/email/deliverability/best-practices/best-practices-to-be-followed-while-collecting-user-emails), check if the right expectations are being set, if the [sending patterns](/user-guide/campaigns-and-channels/email/deliverability/best-practices/best-practices-regarding-sending-patterns) are optimal, and if the content is relevant to the user.</li></ul></li></ul>                                                                                               |
| Spam complaints (from the stats)                              | <ul><li>Is the spam rate higher than the threshold? <ul><li>If yes, review the [user-collection sources](/user-guide/campaigns-and-channels/email/deliverability/best-practices/best-practices-to-be-followed-while-collecting-user-emails), check if the right expectations are being set, if the [sending patterns](/user-guide/campaigns-and-channels/email/deliverability/best-practices/best-practices-regarding-sending-patterns) are optimal, and if the content is relevant to the user.</li></ul></li></ul>                                                                                               |
| Domain and IP reputation (Gmail)                              | <ul><li>Is the [domain reputation](/user-guide/campaigns-and-channels/email/deliverability/domain-reputation/issues-with-domain-reputation-and-preventive-measures) LOW/BAD? <ul><li>If yes, pause everything, investigate the root cause behind the drop, fix the underlying problem, reach out to Google Postmaster support, resume slowly, and ramp up.</li></ul></li></ul>                                                                                                                                                                                                                                     |
| SNDS status (Microsoft)                                       | <ul><li>Is the [filtered status](/user-guide/campaigns-and-channels/email/getting-started-with-email/email-glossary#filtered-results-in-snds) RED? <ul><li>If yes, pause everything, investigate the root cause behind the drop, fix the underlying problem, reach out to Microsoft Postmaster support, resume slowly, and ramp up.</li></ul></li></ul>                                                                                                                                                                                                                                                            |
| Inbox Placement                                               | <ul><li>Is the overall placement lower than 95%? <ul><li>Is this low only for a specific domain?</li><li>Review all other metrics (performance, reputation, complaints) and fix accordingly.</li></ul></li></ul>                                                                                                                                                                                                                                                                                                                                                                                                   |
| Blocklists                                                    | <ul><li>Are the IPs and domains in blocklists/blacklists? <ul><li>Blocks identified by reviewing soft Bounce reason.</li><li>If yes, apply for removal.</li></ul></li></ul>                                                                                                                                                                                                                                                                                                                                                                                                                                        |
| Next Steps                                                    | <ul><li>Review the trends going back 6 months, find the gaps, and optimize.</li><li>Follow [best practices](/user-guide/campaigns-and-channels/email/deliverability/best-practices/best-practices-for-email-deliverability).</li></ul>                                                                                                                                                                                                                                                                                                                                                                             |