Design variants and the rarity score

The same email, sent over and over from one place, looks like a machine. So every campaign has at least four design variants, sent over at least four sending domains, and every send uses one pairing of the two. The rarity score tells you how varied your sending looks to the mailbox providers.

Every send, a different pairing

Four domains and four variants make sixteen unique pairings, and every send uses one. The score is shown as the Sending Pattern Score. It measures how rarely the same pairing of domain and variant reaches the same mailbox provider within an hour, and it counts how many pairings you have (Unique Combos).

Reading the score

Where to find it

1. 1

   Open your campaign's Delivery step, where you choose its sending domains.

2. 2

   The Sending Pattern Score shows your score, what it says, and your Unique Combos.

How to raise it

• Add sending domains.
• Add variants.
• Widen the sending window.

Each one means the same pairing comes round less often. To add domains to a campaign, see Many sending domains, one campaign. To add variants, see Write your campaign's emails.

Why variants matter

• Every campaign has at least four variants, so providers see variety. The minimum is checked on the server, so a campaign can't launch with fewer.
• If a variant draws spam reports, only that variant is switched off.
• The campaign carries on with the others. A campaign that protects itself explains how.