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Glossary – Postmaster

Postmaster

Nikiforov Alexander
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What is a postmaster?

A postmaster is a specialized service provided by email providers that allows for the analysis of the effectiveness of email campaigns. It provides important statistics, including delivery rates, spam placement frequency, sender reputation, and delivery failure data. This allows for a deeper understanding of how your campaigns work and which aspects require improvement.

Unlike standard analytics tools that process information for all sent messages, postmasters analyze only emails sent to addresses of a specific email service. For example, Postmaster Tools from Google collects data only about users with @gmail.com addresses. This enables more accurate tracking of recipient behavior and identifying issues.

What data does a postmaster collect?

Postmasters from various email services provide a range of data that varies in volume and detail. Below are key metrics that can be tracked:

  • Email deliverability: information about how many emails were sent, delivered to the inbox, placed in spam, or blocked.
  • User actions: the number of read and unread emails, spam complaints, link clicks, and unsubscriptions.
  • IP address or domain status: blacklisting status, which is reflected in the postmaster statistics.
  • Sender reputation: tracking changes in reputation based on complaints, unsubscriptions, and other factors.
  • Feedback Loop: tracking spam complaints, including campaign identifiers, which helps to understand which campaigns generate the most complaints.

What is the purpose of a postmaster?

Using a postmaster offers numerous benefits, including:

  • Improving deliverability: analyze emails sent to spam to identify and address weak points.
  • Managing sender reputation: remove uninterested recipients to enhance reputation.
  • Identifying and resolving delivery errors: the postmaster will highlight issues such as non-existent addresses or incorrect authentication settings.
  • Developing email strategy: track user responses based on various factors, including email frequency and content.

Postmaster from Mail.ru

The Mail.ru postmaster provides statistics for emails sent to the domains @mail.ru, @inbox.ru, @list.ru, and @bk.ru. To connect to this service, you need to:

  • Set up authentication via DKIM, SPF, and DMARC records.
  • Create or log in to a Mail.ru account.
  • Add the domain on the postmaster page and verify it in one of three ways.

Statistics include various parameters, such as the number of sent emails, spam complaints, average complaint rate, and trends over time.

Postmaster Tools from Google

Postmaster Tools analyzes emails sent to users with @gmail.com addresses. Connecting involves:

  • Setting up authentication via DKIM, SPF, and DMARC.
  • Creating or logging into a Gmail account.
  • Adding the domain and verifying it through DNS verification.

This service provides statistics on numerous parameters, including spam placement percentage, IP and domain reputation, as well as delivery failure data.