The agency problem with deliverability
An agency runs campaigns in many ESPs for many clients, but the deliverability of each client depends on things the agency does not fully control: the client's DNS, their other sending tools, their IT team's changes and their list history. When results drop, the client asks the agency, and the agency has to prove whether the cause is the campaign or something outside it.
Checking each client by hand every week does not hold up at 20 or 50 clients. A listing that appears on a Tuesday and clears on Thursday never shows up in a Friday check, yet it explains the weak campaign perfectly. Monitoring keeps a dated record of every client's signals, so you can answer with facts and catch problems before the client does.
One workspace per client
On the Agency plan each client gets its own workspace with its own domains, IPs, alert routing and DMARC reporting address. Data never mixes between clients. You can invite a client's marketer or IT contact to their workspace only, while your team sees everything. Tags group clients by account manager, ESP or risk, and bulk import loads a new client's domains in one step.
- 500 domains and IPs checked every 5 minutes on 109 blacklists.
- SPF, DKIM, DMARC, MX, PTR, BIMI, MTA-STS and TLS-RPT checks, rolled into a Domain Health score from 0 to 100.
- DMARC aggregate reports up to 5,000,000 messages a month across all clients, with sender source discovery.
- Google Postmaster Tools, Microsoft SNDS and Yahoo signals, connected by each client.
- 300 inbox placement tests a month, 25 users with roles and two years of history.
Onboarding a new client
That first report is often the most valuable thing an agency sends in its first month. It shows the client concrete problems you found and a plan to fix them. See how the reports look on the white label deliverability reports page.
- 1 Create the client workspace and import their sending domains and any dedicated IPs.
- 2 Read the first Domain Health findings. They usually show an SPF record near the lookup limit, a missing DMARC rua address, or a sending tool without custom DKIM.
- 3 Ask the client to add the workspace reporting address to their DMARC record, so reports start arriving within a day or two.
- 4 Have the client connect Google Postmaster Tools and Microsoft SNDS, so spam rate and IP reputation appear next to the DNS results.
- 5 Run an inbox placement test on their main template to set a baseline.
- 6 Send a first white label report as the starting point for your work.
Run a free check on your own domain or IP, then keep it monitored.
Check NowAlerts that reach the right person
Each workspace can send alerts to its own Slack channel, Microsoft Teams channel, email list or webhook. An account manager sees only their clients. A deliverability lead can watch everything. Every alert names the client, the asset, what changed and what to do, for example a Barracuda listing with a link to its removal form, or a DMARC record that vanished after the client switched DNS host.
When the problem clears, a second alert confirms it, so nobody has to recheck by hand. Our blacklist directory lists removal steps for every list we check.
Keeping clients within the mailbox provider rules
Since February 2024 Google and Yahoo require bulk senders to authenticate with SPF and DKIM, publish an aligned DMARC record, offer one-click unsubscribe on marketing mail, keep valid reverse DNS and hold the spam rate under 0.3 percent, ideally under 0.1. Microsoft added similar rules for high volume senders to Outlook.com in May 2025. Most agencies now treat compliance with these rules as part of the service, and monitoring is how you show it holds month after month.
Spam rate alerts at 0.1 and 0.3 percent are especially useful for agencies, because the campaign calendar is yours. If a client's rate climbs after a send, you can adjust the next one before the client's reputation pays for it. Our bulk sender requirements checklist is a good document to share with clients during onboarding.
Pricing for agencies
Many agencies include monitoring in a monthly retainer and price it per client, which covers the plan several times over. If your agency focuses on outbound rather than newsletters and flows, see our page for cold email agencies.
| Plan | Monthly | Billed yearly, per month | Fits |
|---|---|---|---|
| Business | $149 | $74 | A small agency or a few clients, 100 domains and IPs |
| Agency | $499 | $249 | Client workspaces, white label reports, 500 domains and IPs |
| Scale | $1,499 | $749 | 5,000 domains and IPs, CIDR, REST API, SSO, named contact |
Frequently asked questions
How do agencies monitor email deliverability for clients?
With a platform that holds each client in its own workspace, checks blacklists and DNS records on a schedule, pulls in reputation data from Gmail and Outlook, and sends alerts and branded reports per client.
Can I give clients access without showing other clients?
Yes. Invite a client user to their own workspace only, or share a read-only client link that shows their data and nothing else.
Who should fix DNS problems, the agency or the client?
Usually the client's IT team or DNS host makes the change, and the agency tells them exactly what to change. Our findings give the record and the fix in a plain sentence you can forward.
Is deliverability monitoring worth charging clients for?
Many agencies include it in a retainer, because a monthly report on blacklists, authentication and placement shows ongoing work that would otherwise be invisible.
How many client domains can I monitor?
Up to 500 domains and IPs on Agency and 5,000 on Scale, checked every 5 minutes.