Email Deliverability – Key Facts Marketers Need to Know

The spam issue has once again reared its ugly head, but this time it’s threatening marketers not consumers GoDaddy email login. As every marketer’s aim is to make connections with their customers, deliverability can be a crucial factor for any campaign.

The biggest and often hidden challenge is that marketers may not even be aware that deliverability issues are even affecting them so the time is now to start paying attention and take note.   As ISP’s try to control the amount of spam that makes its way into inboxes a new strategy has emerged. Email authentication has changed the way in which emails are tagged (as spam or not spam) affects the deliverability of many marketers’ email campaigns.  

Research* has shown up to that 20% of emails are not being delivered because they are incorrectly classified as Spam, not as a result of bounce backs. The biggest concern is that without properly addressing it, marketers have no way of even knowing that their emails are being trapped by Spam filters before they get to the inbox. Consequently they are oblivious. As ISP’s turn up the heat and try to combat Spam, the importance of using some kind of authentication program is becoming more and more relevant and important.  

The big question in email deliverability has become origin as most spammers fake the origin of their email in order to avoid accountability – otherwise known as “spoofing”. Email authentication looks at domain name records which marketers can modify to show which IP addresses are authorized to send emails on their behalf.   When an ISP receives emails claiming to be from a particular domain it checks the domain record to verify that it matched the IP address of the server being sent from. It then compares the physical source of the email with the records and if everything matches up then the email is sent through. If not then there is a chance the email will not make it to its intended destination. Marketers need to modify their domain name records so that ISPs have something to refer to when attempting to authenticate their emails.

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