Poor Deliverability Cause #5: Lack of Email Authentication
This is part six of our six-part blog series addressing the top five most common causes of poor deliverability. Click here to start from the beginning.
Authentication allows the receiver of an email and the mailbox provider to confirm the identity of the sender. If the identity of the sender cannot be authenticated, mailbox providers may reject the message or put it through additional filters to determine whether it should be delivered.
Without authentication, your chances of being filtered or blocked by major mailbox providers are increased. As a legitimate business, authentication is not optional; it is essential to securing your brand and online reputation. There are three primary methods of authentication: SPF, DKIM, and DMARC.
New to email authentication? Read our blog post, “Authentication 101: the Fundamentals,” to learn the basics of authentication, the difference between the three methods, and why authentication is important.
Not sure if your emails are properly authenticated? Check to see if you have an SPF record and DMARC already set up for your domain. When you’re ready to create a DMARC record, we can help guide you through the process with our free DMARC Creation Wizard.
And that’s a wrap—the top five possible causes of poor email deliverability are:
- Negative sender reputation
- High complaint rates
- Poor list quality
- Lack of authentication
Deliverability is key to a successful email marketing program. After all, subscribers can’t engage with emails they never see.
Want to learn more about improving your deliverability? At Return Path, we study global inbox placement rates so we can help our clients improve their sender reputation, subscriber engagement, and ultimately their email deliverability. We’ll help you reach the right inbox and increase your email ROI by getting more email delivered to more of your subscribers.
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About Joanna Roberts
Joanna Roberts is the Senior Product Marketing Manager responsible for Email Optimization product positioning and ensuring our solutions meet the needs of our customers and partners. She has over ten years of experience in email marketing and enjoys working with marketers to optimize their email program strategy. First as an Account Manager, then as a Director on our Channel team, and now in her Product Marketing role, Joanna helps marketers and partners use our Email Optimization solutions to ensure the right message is being sent to the right inbox at the right time.