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Email Marketing: Avoiding the Spam Folder

Date Published: 12 Dec '23

Ensuring the success of your email marketing campaigns goes beyond crafting compelling content and eye-catching designs. As we look to the future, there are impending changes that can significantly impact your emails' deliverability and effectiveness. Specifically, the focus is shifting toward email authentication, verification, and ensuring the correctness of DKIM and DMARC records.

Firstly, let's explore why these changes matter. Email verification involves validating the authenticity of the sender's email address, ensuring it's legitimate and not associated with spam or fraudulent activities. It adds an extra layer of credibility to your emails, fostering trust with both email service providers and recipients. This verification process verifies the ownership of your domain, assuring ISPs and inbox providers that your emails are legitimate.

Additionally, DKIM (DomainKeys Identified Mail) and DMARC (Domain-based Message Authentication, Reporting, and Conformance) records play a pivotal role in email security. DKIM adds a digital signature to your emails, allowing receivers to verify the sender's identity and the email's authenticity. DMARC, on the other hand, provides further instructions to email providers on how to handle emails that fail authentication, reducing the risk of email spoofing and phishing attacks.

With these upcoming changes, it's crucial for businesses engaging in email marketing to ensure that their email authentication protocols, particularly DKIM and DMARC, are correctly configured and aligned with their domain. Failing to do so might result in your emails being flagged as spam or not reaching the intended recipients' inboxes.

To ensure your emails continue to reach your audience effectively:

  1. Authenticate Your Emails: Implement proper email authentication protocols like DKIM, SPF (Sender Policy Framework), and DMARC. These protocols verify the legitimacy of your emails and protect your domain from being exploited for phishing or spamming.
  2. Verify Your Domain: Confirm the ownership of your domain through email verification services. This process strengthens your domain's reputation and ensures your emails are recognized as legitimate.
  3. Align DKIM and DMARC Records: Ensure that your DKIM and DMARC records are correctly configured and aligned with your domain settings. This alignment helps email providers recognize your emails as authentic, improving deliverability.
  4. Regular Monitoring: Keep a close eye on your email performance metrics and authentication reports. Regular monitoring allows you to identify any authentication issues promptly and take necessary corrective actions.
  5. Seek Expert Assistance: If you're uncertain about configuring DKIM and DMARC records or handling email authentication, consider seeking help from email marketing professionals or IT experts to ensure compliance and optimal email deliverability.

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In conclusion, staying ahead in the evolving landscape of email marketing involves more than just crafting compelling content. It's essential to adapt to these upcoming changes, prioritize email authentication, and ensure the correct setup of DKIM and DMARC records. By doing so, you'll safeguard your email deliverability, maintain trust with your audience, and ensure your messages reach their intended destination – your subscribers' inboxes.

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