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Jenny Lassi

By: Jenny Lassi on November 3rd, 2015

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If You Don't Plan to Reach an Email Inbox, What is the Point?

Email Marketing

The whole point of email marketing is to potentially reach an inbox and engage the email recipient to do something specific right? If you're not reaching an inbox, what's the point of sending email?

When it comes to deliverability, the sum of all parts of email deliverability best practices net you great delivery rates. If you're not using email deliverability best practices, you have the option to adjust your expectations and accept low delivery rates or try to optimize your inbox chances. 

The MOST important thing you can do for deliverability is use Authentication for your sending domain and your email platform. 

Authentication Types:

 

ISP filters look at authentication first before deciding whether to route to inbox/spam folders.

In a representative sample of associations 55.6% Use DKIM/SenderID and 44.4% DO NOT. Of the associations that use DKIM/SenderID, only 6% use DMARC as well. 

What about DMARC?

Co-developed by Return Path and a consortium of mailbox providers and security vendors, the Domain-based Message Authentication, Reporting & Conformance — DMARC — specification aims to put an end to domain-based consumer email threats.

By leveraging existing email authentication technologies (SPF and DKIM), DMARC lets email senders work directly with mailbox providers to quarantine or reject any email that fails authentication.

The set-up for DMARC is 100% the responsibility of the sending organization as it is not like DKIM where you need to add txt records supplied by the ESP known as "DKIM keys" to your DNS. Read more about DMARC and optimize your chances of reaching an Inbox. 

 Want additional help with your association's deliverability? 

 

 Request a Consultation with a Deliverability Expert