Email Myth Buster: All I Need is ID to Get IN.

Posted by Tom Sather on

MYTH #5: Authenticating with SPF and DKIM will give me achieve high deliverability rates.

WHY THIS IS FANTASY: Authentication has no explicit deliverability benefits. Email authentication rather ensures a valid identity to help prevent your domain from being phished and spoofed. Email receivers do not and will not place your emails in the inbox just because you are authenticating. They can however assign an underlying reputation to your authentication records, much like how you have a driving record associated with your driver’s license.

THE PLAIN TRUTH: There are some implicit benefits of authenticating though. Some webmail providers, like Hotmail and Yahoo, will add a trusted sender icon next to authenticated emails which can bolster subscriber trust in your emails, which should cause them to open the email over just deleting without opening. We also did some analysis on complaint rates for authenticated vs. non-authenticated domains and found a 2% increase in complaint rates for failed and non-authenticated domains. Obviously, subscriber perception and trust is very important when it comes to authenticating. In addition to that, Yahoo requires you sign your emails with DKIM in order to receive feedback loop complaints. And as you know, receiving and processing complaints is a best practice in aiding to lower your complaint rates.

What do you think? Did we debunk this myth?


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About Tom Sather

Email data and deliverability expert Tom Sather has worked with top-tier brands to diagnose and solve inbox placement and sender reputation issues as a strategic consultant with Return Path. As the company’s senior director of research, Tom is a frequent speaker and writer on email marketing trends and technology. His most recent analysis of new inbox applications’ effects on consumer behavior was widely cited across leading business media outlets including the Financial Times, Ad Age, and Media Post.

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