Email Authentication
None of this is mandatory, but are options to increase deliverability thus open rates, click through rates and ultimately salesWhat authentication means for email marketing
In the recipient's inbox there is a “seal” icon next to your message. According to Jupiter research this can result in:- A 12% improvement in email delivery
- A 7% improvement in email open rates
- A 35% improvement in email click through rates
Why you must register?
Email Authentication is used by ISPs to allow recipients to recognize the nature of each incoming message automatically. An email marketer should always know what ISP whether its AOL, Gmail, Hotmail, Yahoo, etc, make up the majority of their list. The next step is to become very familiar with the ISPs authentication service and or other filters. As of March 2009, 18 of the largest US ISPs have implemented email authentication. AOL for example has implemented email authentication.Things Email marketers should gather before registering
Your company should make a list of all mail server domains, sub-domains and IP addresses. Take note of your companies different office locations and departments who may use different servers. You can also register domains you NEVER send emails from.Be mindful of
- Customer service
- Field reps
- Forwarding addresses
- Distribution lists
- Mobile devices
- Etc..
Non-authenticated companies may have their whitelist status affected or be flagged as suspicious
Accreditation or Reputation Services
These are also known as trusted sender programs. These services examine the email message, identify potential problems and propose solutions to increase deliverability.Vendors:
- Sender Score Certified
- Goodmail
- Pivotal Veracity
- Spam Assasin