Email Deliverability

We have established the fact that despite how technology’s changed the way conventional brick and mortar businesses work, email marketing remains to be a relevant part of just about any marketing campaign.

You could be a great copywriter full confidence that you can produce top quality articles that are absolutely convincing for your email newsletters. Whats more, you are so sure that with the emails, there is a 10% conversion rate waiting to happen! However….

You need to ensure that the emails can be delivered to Email1and1 potentially interested customers’ in-boxes. There isn’t a point in coming up with the best newsletter based on your copy writing skills when no one is going to read them. There isn’t anyone who is reading. There isn’t anyone you can convert into a customer.

This is the topic that I am going to cover today – email deliverability.

Many years ago, email deliverability was never an issue. Everyone uses email services freely and without fear of being spammed. Email spamming has, unfortunately, affected how we use email. Unscrupulous business people have changed the way we communicate via one of the most amazingly effective marketing tools. Business people should realize that they have to start consider implementing email authentication standards to ensure that customers and interested people will receive the emails that you send out.

There are instances whereby people have 10,000 email addresses in their email database and we are usually talking about a successful conversion rate of approximately 1%. What this means is that 99% of the email is not read or have been classified as SPAM!

Working on the above assumption, let’s be positive and imagine that your conversion rate is double of that….2%. Out of the 100 people who DID receive the email, you are only going to be getting 2 customers who actually saw your email and buys your products.

And when you do a backward math, 2 out of 10,000 people (the number of contacts you have in your email database) equals 0.02% which is much lower than the market average. In fact, with THAT conversion rate, you may not be able to cover the cost of your email marketing campaign at all.

What is email authentication?

It now brings us all the way around to understanding what email authentication is. It is a type of software that authenticates the source of the email. It matches the computer that you are sending the email out from with the website’s domain name. In the background, the email is verified, the sender (email marketer) and email recipients (recipients’ ISP) is quickly being authenticated.

The purpose of email authentication is to prevent people from sending email scams or fake newsletters from the mail server, hence, reducing the amount of spam in recipients’ inboxes.

There are three ways in which email authentication can be done – SPF Record, Reverse DNS and DomainKeys.

SPF Record

SPF is unique in a way because it will actually verify computers that are authorized to send emails out for each domain name. Computers other than the ones specified are not permitted to send emails out to the database of email addresses. The reason for this is because the majority of SPAM emails are sent via forged email addresses. When you use this email authentication method, you are telling telling the receiver that you are sending authentic emails from THIS computer and you are doing your level best to ensure that no one abuses the permission that they have given you to communicate with them. If unscrupulous people try to tap into your database and attempt to spam them, the receiver’s email server recognizes that it is from a forged email address.

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