What is a domain distribution report and how do I use it?

What is a domain distribution report?

A domain distribution (aka mailbox provider weighting) report is an inventory of unique domains from your email list file. It shows the calculated percentage of email addresses associated with each domain and the associated spam filter provider (if known).

For example, a domain distribution report looks similar to this:

B2C senders typically see a large percentage of consumer domains such as gmail.com, outlook.com, and yahoo.com. B2B senders typically see a large percentage of filtering companies and business domains, but often see consumer domains as well.

How do I use it?

A domain distribution report can help you:

• Apply mailbox provider weighting to your seed list to align your deliverability data with your actual subscriber list.
  
  • How do I use the Seed List Optimizer in Everest?
• Prioritize domains needing attention should a problem arise.
  
  • If your inbox placement rate sharply declines at Yahoo!, but Yahoo! is only .01% of your list file, then it isn't as big of a concern as if Yahoo! was 50% of your list file.
  • Some B2B senders have a higher number of consumer domains than realized. Those consumer domains may require more scrutiny relative to other B2B seeds in Everest.
• Provide insights into your email program's performance.
  • Some senders aggregate performance metrics for each unique domain, such as sent volume, unsubscribes, complaints, opens, clicks, conversions, and number of new addresses added in a specific time frame.
  • Domains that are a smaller percentage of your list file, but receive more email volume could indicate a problem or indicate higher user engagement with your content.
  • If there are domains with performance metrics above or below averages, start asking questions and inquiring as to possible causes.
    • Does content resonate with people from one company over another for a specific reason?
    • Do some domains have a higher conversion rate than other domains? why?
• Troubleshoot deliverability problems.
  
  • Did your inbox placement rate decline or increase for all domains, a few domains or just one domain?
    • This can help pinpoint an actual problem, as you may have not made any changes to your email program. It is possible that a mailbox provider may have an internal technical issue, or be in the process of removing inactive accounts or adjusting their spam filter. 
    • You can analyze trends for each domain to see if deliverability problems were a one-time event or an indication of a larger problem with your email program.

Obtaining a domain distribution report

Generate a domain distribution report using Seed List Optimizer:

• How do I use the Seed List Optimizer in Everest?