Design variants and the rarity score

Transcript

Stay chill. The same email, sent over and over from one place, looks like a machine. Here's how design variants and the rarity score keep every send different.

Four domains and four variants. That's sixteen unique pairings, and every send uses one. The rarity score, shown as the Sending Pattern Score, measures how rarely the same pairing reaches the same provider.

The score reads like this. Above seventy, it looks natural. From forty to seventy, it needs improvement. Below forty, it's too repetitive.

To raise the score, add sending domains, add variants, or widen the sending window. Each one means the same pairing comes round less often.

Every campaign has at least four variants, so providers see variety. If a variant draws spam reports, only that variant is switched off. The campaign carries on with the others.

That's the rarity score: the more pairings, the more natural your sending looks. Next up: see why every sending domain serves a real page. Don't freeze up!