Digital Marketing has never been on the rise as much as during lockdown. All...
Email marketing is one of the best marketing techniques. It is more likely that customers may open email advertisement than watching other advertisement.
Understanding the Limitations
If you are using gmail as your email marketing provider, there are several limitations on sending emails via it, check the link if looking to know more about it. If you violate any of these limitations there are several actions. There is a good article on it , check here.
You can use domain based marketing. We will discuss about the technicalities of running email marketing campaigns. If you follow and understand these steps your marketing emails will not land into the spam folder of your targeted customers.
Keep a Check on the Domain Reputation
It is important to keep an eye on your domain reputation.
For example, if firstname.lastname@example.org sends email from the same server and same IP address as email@example.com, the behaviour of those two domains will be tracked separately for that IP address. Subsequent mail sent from the same IP address from abcd.com will be compared to the history for abcd.com only, and will not be affected by behaviour from abcd2.com.
Most of the websites which are using shared hosting may suffer on domain reputation, if any of the other websites hosted on same server has got bad reputation. Check your domain reputation here.
Please note that If there is insufficient observed data for a domain, the domain reputation will be averaged with the overall IP reputation.
How to debug the issue of email going to spam folder
To get the full report of spam issue send an email to firstname.lastname@example.org, you will receive an email with full report, mainly related to 3 parameters DMARC, SPF and DKIM.
Let’s understand these important terms to fix the spam issue
What is DMARC ?( Read More)
DMARC, stands for “Domain-based Message Authentication, Reporting & Conformance”, is an email authentication, policy, and reporting protocol. It builds on the widely deployed SPF and DKIM protocols, adding linkage to the author (“From:”) domain name, published policies for recipient handling of authentication failures, and reporting from receivers to senders, to improve and monitor protection of the domain from fraudulent email.
What is SPF ? (Read More)
Sender Policy Framework (SPF) is an email authentication method designed to detect forging sender addresses during the delivery of the email. SPF alone, though, is limited only to detect a forged sender claimed in the envelope of the email which is used when the mail gets bounced. Only in combination with DMARC can it be used to detect the forging of the visible sender in emails (email spoofing), a technique often used in phishingand email spam.
SPF allows the receiving mail server to check during mail delivery that a mail claiming to come from a specific domain is submitted by an IP address authorised by that domain’s administrators. The list of authorized sending hosts and IP addresses for a domain is published in the DNS records for that domain.
What iS DKIM ? ( Read More )
DKIM allows the receiver to check that an email claimed to have come from a specific domain was indeed authorized by the owner of that domain. It achieves this by affixing a digital signature, linked to a domain name, to each outgoing email message. The recipient system can verify this by looking up the sender’s public key published in the DNS. A valid signature also guarantees that some parts of the email (possibly including attachments) have not been modified since the signature was affixed. Usually, DKIM signatures are not visible to end-users, and are affixed or verified by the infrastructure rather than the message’s authors and recipients.
Role of SPF & DKIM
With SPF facility, email senders define the IP addresses which are allowed to send mail for a particular domain. With DKIM facility, a digital signature is added to the message which verifies that an email message was not forged or altered.
If you want to compare why spf and dkim are needed, give it a read here.
For a Business it is better to have both SPF & DKIM.
What is DMARC ? ( Read More)
The DMARC Record Lookup / DMARC Check is a diagnostic tool that will parse the DMARC Record for the queried domain name, display the DMARC Record, and run a series of diagnostic checks against the record. Domain-based Message Authentication, Reporting, and Conformance (DMARC) is a mechanism for policy distribution by which an organization that is the originator of an email can communicate domain-level policies and preferences for message validation, disposition, and reporting.
DMARC Records standardize how mail originators associate and authenticate domain identifiers with messages, handle message policies using those identifiers, and report about mail using those identifiers. According to DMARC mechanism of policy distribution, it enables the strict handling of email messages that fail authentication checks, such as SPF and/or DKIM. If neither of those authentication methods passes, DMARC tells the receiver how to handle the message, such as junk it (quarantine) or reject the message entirely.
Do not miss on the solution to fix the spam problem in our next article here.