Importance Of Email Deliverability

Have you ever acquired a shady email saying that it comes from your bank, PayPal or from a company you're having a business with, but actually came from someone else? If that's the case, then you may have become a victim of email forgery.

The emails which were sent on behalf of your company with the email and marketing automation software might end up in the junk folder when the set up was not executed correctly.


email deliverability test

There are 2 email authentication systems now, and they are known as the SPF and DKIM.

Exactly how DKIM & SPF function?

Imagine getting a letter asking you to make a contribution to a particular charitable organization, which also states that it's your present bank that mailed it. The first thing that you did right after perusing the contents of the letter is phone the bank because you are doubtful about the letter’s trustworthiness. If the bank informs you they didn’t send anything, it will go straight into the trash.

The SPF and DKIM also work like that. The email host (e.g. Gmail or Yahoo) will ‘call’ your company’s website (e.g. abc.com) and ask:

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

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

It is a must that DKIM and SPF must be installed in your computer by the person who set up your marketing automation software. In most cases, the reason could be that the data were corrupted, unintentionally removed, or right from the start it has not been appropriately installed.

How to be sure that the setup of my DKIM and SPF is correct?

Unless you are particularly IT expert, it’s best to get your network administrator or IT to inspect your SPF or DKIM records. Another good option is to call the support center of your email provider.

If you DO truly want to perform it on your own, below are a few instructions:

How to Check your SPF Record

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

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

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

You may confirm that the set up is correct if you found the text in the list.




Methods In Checking Out Your DKIM Record

DKIM records tend to be harder to verify and many are not publicly accessible. Getting in contact with your email provider is the easiest way to have it checked. A few companies use an online tool in verifying email deliverability such as Marketo.

At this point, you already obtained a greater understanding why email deliverability and DKIM and SPF are essential.

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. Click here to know more about sms for marketo reviews.

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