Learning About What Is Email Deliverability

Do you know that an email is not hard to forge? If someone sent you an email stating that it’s from the financial institution where you do business with, then you already had a first-hand experience with such treachery.

Because email and marketing automation software send emails on behalf of your company, without the right set up these emails would be flagged as ‘forged’ and transfered directly to the junk folder.


email deliverability statistics

There are 2 email verification methods currently available, and they're known as the SPF and DKIM.

Exactly how DKIM & SPF function?

For instance, a letter was mailed to you by your respected financial institution, which is requesting you to aid a charity by contributing a certain sum of money. You are compelled to speak with your respected bank to verify if the letter really came from them, and not some sort of forgery. The bank affirmed your suspicion that it actually was a forgery so you thrown away the letter.

That telephone call is how SPF and DKIM operate. The company’s site (e.g. abc.com) is going to be contacted by the email host (e.g. Gmail or Yahoo), and they will inquire:

‘Is ExactTarget/Marketo/Responsis allowed to send emails on your behalf?’

If the setup of your SPF and DKIM is incorrect, then your emails will be dispatched right to the junk folder because your website will always answer ‘NO!’.

The set up of the DKIM and SPF is the responsibility of your email marketing or marketing automation software installer. However, this must have been installed but was removed or damaged.

Exactly how to determine if my DKIM & SPF is set up correctly?

Unless you're particularly IT savvy, it’s easiest to get your network administrator or IT to assess your SPF or DKIM records. Getting in touch with your email provider’s support center is one other solution you can choose.

Here are the procedures that you have to carry out if you insist on doing the job on your own:

Find out how to Examine your SPF Record

1. You need to visit http://mxtoolbox.com/spf.aspx
2. Type in your e-mail domain
• E.g. ‘xyz.com’ if your e-mail is john@xyz.com
3. Then click ‘SPF Record Lookup’
4. Look for a row that has a record beginning with ‘v=spf …’
• E.g. ‘v=spf1 +a +mx +ip4:66.147.244.117 include:mktomail.com ?all’
5. Look in this record for the following settings according to your email or marketing automation software:

Email or Marketing Automation Software Precisely what to look for within the SPF Record

Marketo: use the Marketo Health-checker to check email deliverability
Constant Contact: ptr:constantcontact.com ptr:confirmedcc.com
Pardot: include:aspmx.pardot.com
ExactTarget: include:cust-spf.exacttarget.com
Mailchimp: include:servers.mcsv.net
iContact: include:icpbounce.com
Hubspot: doesn’t support SPF


If you find the text listed, without a doubt it’s set up the right way.




How Will You Check Your DKIM Record

Many of the DKIM records are not openly available, and they're also incredibly difficult to validate. Getting in touch with your email provider is the easiest way to have it checked. One application used by a few organizations is the Marketo. It enables them to verify email deliverability.

At this point, you already obtained a much better comprehension why email deliverability and DKIM and SPF are crucial.

A quick check on the system is usually done by experts after every Marketo login since they understand that if something is broken or close to breaking, there will be serious consequences. For more information click here.

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