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Working from a Distance Experts

The Art of Email Deliverability

Tue, July 28, 2020 1:03 PM | Jerry Gitchel (Administrator)

The necessity of working from a distance has increased the importance of using email to communicate with clients, vendors, and prospects. Delivering the right message to the right person at the right time is crucial to your future success. The challenge we face is the vendors who deliver our email have built walls in an effort to block spam.

Unfortunately, their efforts may be blocking your email communications. While recently on an online marketing assignment, I worked with Robin Smith, an Infusionsoft Partner, and email delivery expert. Here’s what I learned about getting email delivered.

Why is Email Deliverability important?

You want your messages to arrive in your recipient’s inbox instead of the Spam or Promotions folder. How else will they discover and open your message? How else can they respond than by clicking or tapping on your Call To Action (CTA) link?

Who Controls Deliverability?

The vendors who deliver your email are:

  • 50% Google
  • 25% Microsoft
  • 15% Yahoo
  • 10% AOL and others

The vendors use different protocols. Unfortunately, each with their own acronyms.

DKIM (Domain Keys Identified Mail) is a method to validate the authenticity of email messages. When each email is sent, it is signed using a PRIVATE key and then validated on the receiving mail server (or ISP) using a PUBLIC key published in your website’s DNS record. This process verifies that the message body was not altered during transit, thus vouching for its authenticity.

SPF (Sender Policy Framework) is a different method that verifies the hidden envelope address. Think of it as the return address on a physical envelope.

DMARC (Domain-based Message Authentication, Reporting & Conformance) is an attempt to make the first two protocols easy to explain, use, and manage.

What’s Next?

If this feels complicated or even daunting, you are right. We were lucky to have Robin help us make sense of all the acronyms. If getting your valuable messages delivered, read, and acted upon is important to you, here is my best advice.

Before you jump into setting up either DKIM or SPF, use the resources below to learn more about the topic. As Robin suggested “Start by checking with your domain registrar. The protocols may already be in place. Setting them up twice could do more harm than good.”

If you determine you need to take action, seek out the experts. We used the free tools available from MXToolbox.com to confirm the status of our DKIM signature and SPF records.

I believe email will continue to play an important role in building business relationships through digital conversations. Call me at 904-566-8325 with your questions.

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