4 Keys to Better Email Deliverability

4 Keys to Better Email Deliverability

For almost a decade, email has laid claim to the title of Highest ROI–over all other direct marketing channels. For every $1 spent, email marketing generates $42 in ROI. For many companies, email has become the foundation of their digital marketing programs. As marketers, you have spent years honing your email expertise, refining your strategies, and improving your campaigns. Yet, according to a Return Path study, even though global inbox placement rates (IPRs) were up overall, still only approximately 80% of messages from legitimate senders were delivered into subscribers' inboxes in 2018. What is Email Deliverability? What’s Happening Here? Many attribute the overall improvement to the GDPR and CASL laws’ consent requirements generally improving the overall quality of leads and lists for senders in the EU, Canada, and even tangentially in the United States. However, this doesn’t mean it’s time to relax. Rather, it’s more important than ever to be sure that you’re getting in the inbox because your competitors are that much more...
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Why are My Sign-Up Verification Emails Going to Spam?

Why are My Sign-Up Verification Emails Going to Spam?

It’s every email marketer’s worst nightmare: despite all your hard work, your emails are landing in the spam folder. This problem is particularly painful when you’re trying to send simple confirmation emails to your users. Although spam folders serve an important purpose, they can wreak havoc for honest email marketers. If you’re landing in the spam folder, don’t worry. The reality is that everyone faces deliverability problems at some point. Your spam folder woes could be due to three potential culprits. Thankfully, this incredibly common problem has many easy remedies. Problem #1: Authentication DKIM DKIM (DomainKeys Identified Mail) is an authentication method that proves the identity of the DKIM domain. It also proves whether or not an email was intercepted and tampered with in transmission. Spammers have been known to intercept important transactional emails. During the interception, they replace the content with their spam message. Spammers then resend the email in the hopes that it will be delivered as if it’s from the original...
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Dedicated vs Shared IP | How They Affect Email Deliverability

Dedicated vs Shared IP | How They Affect Email Deliverability

What is the difference between a dedicated IP and shared IP in email deliverability? How do I know which one I should be using? There are several factors that come into play when deciding whether to use a dedicated or shared IP with your business. What is a Dedicated IP? A dedicated IP address is unique to the sender. No other company, organization, or individual can send from that IP address other than your brand. Many think they should move to a dedicated IP address because they won’t be affected by other senders and will be in control of their reputation. This is a common misconception. Dedicated IP addresses are not always the answer. We recommend that senders should only move to a dedicated IP address if: You are a higher volume sender. Each ESP is different on how they view a ‘higher volume sender,’ but we recommend a minimum of 100,000 campaigns per month. You have the volume to be on a dedicated...
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