Email Deliverability 101


Product Update: More visibility and control over your email

by Colin Nederkoorn

We released three updates to recently that give you better visibility into your stats and more control over the emails you send through Here’s what they are:

  1. Understand your data with clearer charts & stats
  2. Have more control over Environments
  3. Be more specific with your behavioral emails

I’ll give you a quick overview of each. Let’s jump in:

Clearer Charts & Stats

In addition to the new Dashboard area showing you aggregate stats, we also improved the stats and charts in emails.

New Stats Screen

Charts for days, weeks and months

We added: Last 12 Weeks, and Last 12 months as two more options in addition to 30 days.

Date Picker

Stats and charts for each email

In a behavioral email campaign, if you have multiple emails, it used be hard to see how a single email was performing.

You can now see a chart for an individual email in a larger behavioral campaign.

Better stats for your newsletters

We now show you up to date stats of where each email is in your newsletter mailing right after you click send.

More control over environments

Environments are a really flexible part of We heard a couple of requests multiple times over:

  1. “I have real data in staging. I don’t want to email those people. I want to send all emails to me.”
  2. “When I’m doing development I want to turn emails off but still see them if I look in the UI”

There’s now a “settings” screen for each environment.

Environments List

Environment Settings

When you select a development environment we now make sure that’s really obvious.

Settings Screen

You can also rename and delete environments.

Get more specific with your behavioral emails

You can now be more explicit when you’re setting up emails sent using your user data. Here are two concepts you’ll want to know about:

Triggers and Filters.

Triggers and Filters

What are triggers?

Triggers are conditions that start someone matching a behavioral campaign. You can use a single trigger like “Signed up” or a combination of things like “Viewed the Blog” AND “Viewed the Documentation”.

The key thing with a trigger is that the first time someone matches ALL CONDITIONS they will be in the campaign.

You want to think of triggers as the kick off point for an email campaign. You can email immediately or delay your emails from the trigger by minutes, hours or days.

What are filters?

In addition to triggers, you can now specify filters – a second check before sending.

Let’s say you don’t want to bug paying customers with an email to invite their friends… you can add a filter so that you only send emails to paying customers.

When to use triggers and filters

3 days after sign up, you want to send an email, but only to people who haven’t paid.

  • Trigger: Signed Up
  • Filter: Hasn’t paid
  • Email: 3 day delay

Viewed the upgrade page OR viewed the pricing page, but hasn’t upgraded after 2 days

  • Trigger: Viewed the upgrade page OR viewed the pricing page
  • Filter: Hasn’t upgraded
  • Email: 2 day delay

I hope that gives you some ideas of how to use triggers and filters.

Back to work!

We just introduced some powerful new features into the product. There’s more in the pipeline that we’ll be sharing with you soon. It’s a constant struggle between giving you the right levers to do what you need and the product getting too complex! I hope we can keep those in balance for you.

I’d love your feedback on what we can do next to make serve you better.

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