Mastering Authentication - The Best Email Deliverability Solution is Right Here

August 20, 2023
Mastering Authentication - The Best Email Deliverability Solution is Right Here

Have you ever found yourself questioning why your important emails end up in the spam folder? It's a common frustration, but there's a solution at hand - mastering email authentication. This may sound like complex tech jargon filled with abbreviations like SPF, DKIM, and DMARC, but don't let that intimidate you.

We're going to demystify these terms, showing you what they mean and how they are essential to improving your email deliverability. So if you're ready to ensure your essential emails hit the mark every time and take your marketing efforts to new heights, read on. 

Understanding Email Deliverability

Email deliverability is the backbone of successful email marketing. In simple terms, email deliverability is the ability of an email to reach the intended recipient's inbox without being flagged as spam or bounced back. It's an essential metric that determines the effectiveness of your email campaigns.

Email deliverability can make or break your marketing plans. When more of your emails reach the right people, you have a better chance of getting responses and making sales. That's good for business. But if your emails don't get through, all your hard work on creating the perfect message could be wasted.

Many things can stop your emails from being delivered. Businesses often encounter problems such as:

  1. Poor Sender Reputation: Just like in real life, reputation matters online too. If you're constantly sending out emails that get marked as spam, internet service providers (ISPs) might start treating your emails with suspicion.

  1. Low Engagement Rates: If your emails are not enticing enough for recipients to open and interact with, ISPs might perceive them as unwanted and start directing them to the spam folder.

  1. High Bounce Rates: This happens when emails cannot be delivered because of invalid email addresses. A high bounce rate can negatively impact your sender reputation.

  1. Lack of Email Authentication: Without proper authentication protocols like SPF, DKIM, and DMARC, your emails could be seen as potential security threats, affecting their deliverability.

Understanding these challenges is the first step toward improving your email deliverability. 

SPF, DKIM, and DMARC Explained

If you started learning about email authentication, you probably heard about these three acronyms: SPF, DKIM, and DMARC. Let's see what they are and understand their role in mastering email authentication.

Sender Policy Framework (SPF)

SPF is an email authentication method that prevents spammers from using your domain to send emails on your behalf, a technique known as email spoofing. It works by allowing you to specify which mail servers are permitted to send email from your domain. When an email is received, the receiving server checks the SPF record of the domain in the 'envelope from' address to verify its legitimacy. The email might be marked as spam or rejected if the check fails.

Benefits: SPF helps protect your domain from being misused, improves your sender reputation, and enhances your email deliverability.

DomainKeys Identified Mail (DKIM)

DKIM adds an encrypted signature to your emails, which is then used by receiving servers to verify that the email hasn't been tampered with during transit. This method ensures the integrity of the message and confirms that the email actually comes from your domain.

Benefits: DKIM provides an extra layer of security by verifying the integrity of your emails, thereby protecting against email tampering and improving your sender reputation.

Domain-Based Message Authentication, Reporting, and Conformance (DMARC)

DMARC builds upon SPF and DKIM by specifying what should happen if an email fails either of the checks. It allows the sender to receive reports about their emails' performance and whether they are passing SPF and DKIM checks.

Benefits: DMARC gives you more control over your email deliverability, enables you to monitor and improve your email performance, and provides extra protection against phishing and spoofing attacks.

Mastering SPF, DKIM, and DMARC are important to effectively authenticate your emails. They safeguard your domain against misuse and enhance your sender reputation, increase email deliverability, and ultimately contribute to better engagement rates. 

The Importance of Email List Hygiene

Ever heard of the term 'Email List Hygiene'? It is one of the crucial parts of any successful email marketing strategy. Think of it as spring cleaning for your email list. It's all about going through and sprucing up your list by clearing out inactive, unengaged, or invalid email addresses.

Why is it important? When it comes to email marketing, the quality of your subscribers matters, not just the quantity. A list packed with inactive or invalid emails can do more harm than good. It can tarnish your sender reputation, lower your email deliverability, and even throw your campaign analytics off track.

So, let's talk about perks. What are the advantages of a well-maintained email list?

Better Deliverability: ISPs closely monitor bounce rates when assessing your sender reputation. Keeping your list clean means fewer bounced emails and better deliverability.

Higher Engagement Rates: When your emails find their way into the inbox of engaged and active users, they're likely to be opened, read, and clicked on. That's the kind of interaction we're after!

Cost Efficiency: Many email service providers charge based on the number of emails you send. By scrubbing your list clean of inactive subscribers, you're only spending money reaching out to genuinely interested people.

Reliable Metrics: With a clean list, your campaign analytics, like open rates, click-through rates, and conversion rates, will be spot-on, enabling you to make data-driven decisions with confidence.

Email Deliverability Solutions: Your Key to Success

Ensuring that your emails reach the intended inbox is not just a hope, it's a necessity. While mastering email authentication and maintaining a clean email list are critical, they are only part of the solution. To truly excel in email marketing, you need comprehensive email deliverability solutions. 

Email deliverability solutions offer a suite of tools designed to increase the likelihood of your emails landing in your subscribers' inboxes instead of being blocked or marked as spam. These solutions help you stay ahead of ever-evolving spam filters, maintain a strong domain reputation, monitor your IP reputation, and even create quality content that resonates with your audience. 

When choosing an email deliverability solution, there are several factors to consider: 

Features: Choose a tool that offers comprehensive features such as email authentication setup, inbox monitoring, spam filter testing, and performance analysis.

User Experience: The tool should be intuitive and easy to use, allowing users of all technical abilities to navigate it effectively. 

Customer Support: A strong customer support system is vital for addressing any technical issues and providing guidance when needed. 

Pricing: Evaluate your budget against the pricing structure of the tool. Some may offer free versions or different pricing tiers based on the features provided. 

Reviews and Ratings: Consider other users' experiences by checking the tool's reviews and ratings.

Email marketing, when done right, can be a game-changer. But it's not as simple as drafting an email and hitting 'send'. There's more to the story. That's where the importance of email deliverability really shines. It's not just about your emails making it to an inbox - it's about them reaching the correct inbox.

Mastering email authentication with SPF, DKIM, and DMARC is a huge part of this process. These tools are your key to building trust with ISPs and ensuring your emails aren't mistaken for spam.

Subscribe to our newsletter
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.

Senders' Videos

Senders' Case Studies
SUSO Digital
Industry - Marketing & SEO
Project length - 2 years
Key result - Market growth, funnel saturation
Industry - Information Technology & Services
Project length - ongoing
Key result - New market penetration
Industry - Fintech
Project length - Ongoing
Key result - Safely scaled email outbound, moved off of Google, improved processes 

Founded by chef David Chang, Momofuku is a renowned culinary brand with a nation-wide presence, including restaurants and an online store with delicious goods. They ran into an issue with their email sending – high bounce rates and blocked sending.

With hundreds of thousands of people on their email lists eager to stay informed, and an impeccable reputation to uphold, Momofuku wanted to nip this problem in the bud quickly.

  • Momofuku reached out to Senders to run a diagnostic test on their sending infrastructure and find the root cause
  • Senders deliverability experts discovered an issue with their DMARC, which was preventing emails from being sent, as their WordPress wasn't aligned with their SPF
  • Senders provided the most effective solution helping Momofuku restore safe sending, and suggested next steps to ensure everything keeps running smoothly on their end
  • The client reported that Senders helped identify the problem and got them back on track 

Up for coffee with a health kick, sans the jitters? Try Everyday Dose – a brand on a mission to provide coffee lovers with a healthy alternative packed with all kinds of goodies. The Founder, Jack Savage, learned through personal experience that we needed an option that doesn’t lead to a slew of possible side-effects. That’s how this mushroom-based blend with nootropics and collagen protein came to be, helping boost focus, energy, and reduce stress in one go.

The Everyday Dose team prides itself on excellent customer support, in addition to their delicious set of products. So when they spotted DNS propagation issues setting up their customer experience platform, they reached out to Senders to find the best way to sort it out.

  • Senders deliverability experts confirmed the problem the team at Everyday Dose initially diagnosed
  • To enable healthy DNS propagation, the Senders team helped clean their DNS registrar of old DNS records that were causing issues with propagation
  • The client reported they were now able to set up their DNS correctly, enabling them to run their platform smoothly

While many follow the latest marketing fads, there are businesses that support their clients with impactful, data-driven strategies for long-haul success. One such business is Influence to Action, creating sales, marketing, and leadership strategies that provide lasting value to growth-centric B2B companies. Both their turnkey and “done with you” services are built to ensure measurable, tangible results, and come with ample flexibility to adapt to the company they’re meant to serve.

Naturally, they wanted to make sure their email sending infrastructure was set up correctly, to protect their reputation and successfully reach their recipients. Our deliverability team worked with the client’s team on:

  • Aligning the client’s three domains with Amazon to make sure they are compatible and optimized in order to integrate with Amazon’s system.
  • Setting up a proper DMARC policy to protect their domains against unauthorized use and phishing scams.
  • Enhancing email deliverability as well as security, so that each email sent from these domains can be properly authenticated and more likely to land in the right inbox.
  • As a result, the client can protect the reputation of their business and domains, while safely sending out their email campaigns.

Sometimes the sheer number of options of any product can be daunting – how on earth do you pick the right one? This is especially true with supplements, as we can find them just about anywhere, but we can rarely understand a third of the ingredients listed. Unlike most, Physician’s Choice provides supplements with pure, potent ingredients that work. No fillers or “proprietary” blends with unidentified ingredients. They do the research, so you don’t have to.

Integrity and transparency are part of their core values, so when their team ran into sending issues, they were referred to Senders.

  • The client’s team spotted issues with DMARC failures in Google Postmaster
  • The Senders deliverability team worked with the client to update the DMARC configuration to enable report collection
  • The client is now able to obtain detailed reports to diagnose the exact causes of the failures and prevent them in the future with proper DMARC setup
All Case Studies