Use authentication protocols like DKIM and SPF to boost email deliverability

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 03, 2022, 12:47 PM GMT+0

Comply with the Controlling the Assault of Non-Solicited Pornography and Marketing (CAN-SPAM) Act to increase email deliverability rate.

The number of emails that reach a recipient’s inbox is referred to as email deliverability. Measure metrics like clicks, bounces, spam rates, and more, as they can impact email deliverability. Brands can use tools like Mailtrap or ISNotSpam to optimise and measure email deliverability as well as KPIs affecting email deliverability rate.

To boost email deliverability, utilise a whitelisted IP address with a reputable email signature and ensure the email body and subject line doesn’t contain any spam keywords. Spam triggers that sound aggressive, deceptive, or far-fetched should be avoided. To demonstrate creditability to Email Service Providers (ESP) and prevent being flagged as spam, send emails from a brand domain with a dedicated IP address.

A shared IP address usually hosts multiple domain names, and therefore can impact the brand’s credibility. Set up email authentication protocols like Domain Keys Identified Mail (DKIM) and Sender Policy Framework (SPF) to increase credibility. Unengaged users should be removed, and new subscribers should be double-validated to keep a mailing list healthy.

Discover the top organisations in your market and industry that have customers buzzing using YouGov BrandRankings.

Read the original article

[11 minute read]

Explore more data & articles