Email Deliverability

We have established the fact that despite how technology’s changed the way conventional brick and mortar businesses work, email marketing remains to be a relevant part of just about any marketing campaign.

You could be a great copywriter full confidence that you can produce top quality articles that are absolutely convincing for your email newsletters. Whats more, you are so sure that with the emails, there is a 10% conversion rate waiting to happen! However….

You need to ensure that the emails can be delivered to potentially interested customers’ in-boxes. There isn’t a point in coming up with the best newsletter based on your copy writing skills when no one is going to read them. There isn’t anyone who is reading. There isn’t anyone you can convert into a customer. sbcglobal email login

This is the topic that I am going to cover today – email deliverability.

Many years ago, email deliverability was never an issue. Everyone uses email services freely and without fear of being spammed. Email spamming has, unfortunately, affected how we use email. Unscrupulous business people have changed the way we communicate via one of the most amazingly effective marketing tools. Business people should realize that they have to start consider implementing email authentication standards to ensure that customers and interested people will receive the emails that you send out.

There are instances whereby people have 10,000 email addresses in their email database and we are usually talking about a successful conversion rate of approximately 1%. What this means is that 99% of the email is not read or have been classified as SPAM!

Working on the above assumption, let’s be positive and imagine that your conversion rate is double of that….2%. Out of the 100 people who DID receive the email, you are only going to be getting 2 customers who actually saw your email and buys your products.

And when you do a backward math, 2 out of 10,000 people (the number of contacts you have in your email database) equals 0.02% which is much lower than the market average. In fact, with THAT conversion rate, you may not be able to cover the cost of your email marketing campaign at all.

What is email authentication?

It now brings us all the way around to understanding what email authentication is. It is a type of software that authenticates the source of the email. It matches the computer that you are sending the email out from with the website’s domain name. In the background, the email is verified, the sender (email marketer) and email recipients (recipients’ ISP) is quickly being authenticated.

The purpose of email authentication is to prevent people from sending email scams or fake newsletters from the mail server, hence, reducing the amount of spam in recipients’ inboxes.

There are three ways in which email authentication can be done – SPF Record, Reverse DNS and DomainKeys.

SPF Record

SPF is unique in a way because it will actually verify computers that are authorized to send emails out for each domain name. Computers other than the ones specified are not permitted to send emails out to the database of email addresses. The reason for this is because the majority of SPAM emails are sent via forged email addresses. When you use this email authentication method, you are telling telling the receiver that you are sending authentic emails from THIS computer and you are doing your level best to ensure that no one abuses the permission that they have given you to communicate with them. If unscrupulous people try to tap into your database and attempt to spam them, the receiver’s email server recognizes that it is from a forged email address.

Implementing it is easy. All you need to do is to log into your web hosting company’s cPanel and activate Email Authentication.

Reverse DNS

Reverse DNS means that the server determines the domain name and the host when email is received. They check it against the IP address to check for authenticity. By default, cPanel would have automatically installed the Reverse DNS service for you but it won’t hurt to double check with the web hosting company that you are currently using.


In cPanel, DomainKeys is an email authentication system that checks incoming mails against the source to see if the emails were modified. Why? This helps ensure that the messages are coming in from the right source and it also allows for easier tracking of SPAM messages. DomainKeys authenticates if the email was REALLY sent from the domain that it claims to have been sent out from. By enabling DomainKeys under your cPanel, you help your web hosting server deliver the emails directly to the recipients’ inboxes more effortlessly.

Best Practices

1. Permission

There are no two ways about this – you need to get permission from your customers or potential customers before sending them emails. You can do this with a technique we call the double opt-in or confirmed opt-in or verified opt-in procedure; with that in place, you are then permitted to send unique links to the interested subscribers so that they can verify that they are INDEED interested in subscribing to your newsletter. If they have gone through such trouble to sign up for your newsletter, you can be sure that they ARE interested in your products, services, brand or….your company.