Building a solid sending infrastructure is like constructing the foundation of a high-rise building; without it, everything above is at risk. For growth-focused teams in Marketing, CRM, and IT, the first step in your email journey is to ensure that your sending architecture is robust and reliable.
Think of it as building a sturdy bridge. You need not just the right materials but also the proper authentication methods to prevent any unwanted traffic - spam filters, we’re looking at you!
Sending Architecture
So let's start by talking about what we mean by sending infrastructure; this is essentially identifying all of the different email types that are being sent and used by people and platforms sending email on behalf of your domain, and then ensuring that they are structured in a way whereby sender reputation can be built and attributed to each type, without impacting another should they encounter issues.
When you first start trying to identify all the streams of email in the business you may think there are only a couple (e.g. our everyday email, and then our marketing emails), but digging deeper often uncovers others (and that's without the complication of potentially using multiple Email Marketing Software platforms simultaneously).
So therefore, one of the primary things we'll look at when working with clients is how they are currently architected, and if we need to build out a strategy around how to start moving email streams to their own swim-lanes (IPs and/or subdomains).
If there are already deep deliverability issues (i.e. emails are being rejected or landing in the spam folder) we will articulate the urgency to make an infrastructure change. However we also appreciate that in the real world, if there aren't currently major issues, it may make more sense to build out an ideal architecture and slowly map to it over time.
An example of ideal architecture (high level is in the picture below):
A few things to consider here (and of course we build these into our clients' strategies); whenever sending traffic via a new IP and/or subdomain you need to consider warming up that email traffic and creating a warm up plan to ensure you don't spook the mailbox providers and end up in the spam folder! You also need to make sure each sub domain is properly authenticated vis SPF, DKIM & DMARC records (more on that next).
Mastering Authentication Protocols: SPF, DKIM, and DMARC
Mastering email deliverability is essential in the digital landscape, and at the core of this process are three key protocols: SPF, DKIM, and DMARC.
These authentication methods help ensure your emails not only reach their intended inboxes but also do so effectively. For growth and scale-up stage businesses, particularly those engaged in email marketing, understanding these protocols can significantly impact whether your emails reach their destination or go unnoticed.
SPF
SPF, or Sender Policy Framework, is your first line of defence. Think of it as a guest list for your email domain. When you set up SPF, you're telling the world which servers are allowed to send emails on behalf of your domain. This helps prevent spoofing, where mischievous entities pretend to be you, sending out fake emails that can tarnish your brand. For marketing and IT teams, configuring SPF correctly is crucial; it’s like ensuring only the best guests get into your party. A well-set SPF record boosts your sender reputation and keeps those pesky spammers at bay.
DKIM
Next up is DKIM, or DomainKeys Identified Mail. Imagine DKIM as a magical seal that ensures the content of your emails remains untouched during their journey. With DKIM, you attach a digital signature to your messages, allowing recipient servers to verify that the email really comes from you and hasn’t been altered in transit. This adds a layer of trust that resonates well with both your audience and internet service providers. For businesses looking to enhance their email marketing strategies, leveraging DKIM can significantly improve deliverability and foster trust with your subscribers.
DMARC
Now, let’s talk about DMARC, or Domain-based Message Authentication, Reporting, and Conformance. DMARC is like the wise overseer of your email traffic, providing you with insights and control over how your email authentication is handled. By implementing DMARC, you can instruct receiving servers on how to deal with emails that fail SPF or DKIM checks.
This not only protects your domain from fraudulent use, but also gives you valuable feedback on your email performance. For online businesses, DMARC is an essential tool for safeguarding your reputation while optimising your email strategies.
Summary
Incorporating SPF, DKIM, and DMARC into your email strategy is no longer just an option; it's a necessity for businesses aiming to stand out in a crowded inbox. As you embark on this journey, remember that mastering these protocols will not only improve your deliverability rates but also enhance engagement and trust with your audience.
Gather your marketing, CRM, and IT teams, and work together to create effective email strategies that ensure your messages not only reach their destination but also resonate with your audience. With the appropriate authentication measures in place, your email strategy can improve significantly, turning each send into a success.
The above protocols may sound daunting to implement, but in reality, they are a matter of adding specific records to your DNS records. There are plenty of tools out there that can help you define how these are structured and most platforms should be telling you exactly what to add as part of their onboarding process - if in doubt search in their docs. Of course, we always check these are valid for our clients and provide updates on any that need adding.
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