Definition
An email account health score aggregates multiple dimensions of sending programme quality into a single indicator. It typically includes deliverability metrics (inbox placement rate, bounce rate, spam complaint rate), engagement metrics (open rate, click rate, list-wide engagement trend), list quality metrics (freshness score, suppression rate, growth versus churn balance), and compliance metrics (consent documentation completeness, unsubscribe process compliance, authentication configuration status).
Why It Matters
- A single health score is easier to monitor and communicate than tracking dozens of individual metrics
- Declining health scores provide early warning of problems before they impact campaign results
- Health scoring enables automated responses — when score drops below a threshold, trigger investigation workflows
- Standardised scoring allows benchmarking across different sending programmes or time periods
Best Practices
- Define health score components and weightings based on your programme's specific risk profile
- Calculate and report health score weekly with trend direction
- Set alert thresholds at multiple levels (warning at 70, critical at 50) with corresponding response procedures
- Review component weightings quarterly as programme priorities and risk factors change
- Make health score visible to the full marketing team rather than only the deliverability specialist
Related Glossary Terms
Abandoned Cart Email
An abandoned cart email is an automated message sent to customers who added items to their online shopping cart but left without completing the purchase. It is one of the highest-converting email types in ecommerce.
ARPU (Average Revenue Per User)
ARPU (Average Revenue Per User) is a metric that measures the average revenue generated per email subscriber over a specific period, used to evaluate list value and campaign effectiveness.
Attention Rate
Attention rate is the percentage of email opens that last longer than 5 seconds, distinguishing genuine reads from passive opens, preview-pane views, or Apple MPP auto-loads.
Bounce Classification
Bounce classification uses SMTP codes (550, 551, 552, 553, 554, 450, 451, 452) and enhanced status codes to categorise permanent and transient delivery failures.
Bounce Rate Threshold
A bounce rate threshold is the percentage of hard or soft bounces at which email platforms and ISPs begin to penalise sender reputation, typically around 2-5%.
Bounce Rate
Email bounce rate is the percentage of emails that were rejected by the receiving server before reaching the recipient. It is a key indicator of list health and data quality.