Email Marketing Deliverability

You can have the best subject line in the world, and know how your subscribers are opening your emails, but this counts for little if your emails aren’t being delivered. 

You can have the best subject line in the world, and know how your subscribers are opening your emails, but this counts for little if your emails aren’t being delivered. 

That’s why it’s essential you do everything in your power to keep the deliverability of your emails high.

Deliverability is far more mainstream now than we’ve ever seen before and - not having the right configuration in place - is something that’s affecting all senders. It can have a significant negative effect on email marketing programmes and, without the correct set up, can lead to your emails ending up in spam folders or not being delivered at all.

The first port of call to improve deliverability is email authentication - this is a ‘digital handshake’ between the sender (you) and the receiving mail server (your customers) to confirm you are who you say you are.

Put simply, authentication improves the likelihood that legitimate emails will reach the intended recipient. It reduces the likelihood of spam, spoofing, and phishing attacks, chiefly by preventing spammers sending emails pretending to be someone else and it prevents your email marketing campaigns being blocked by email providers like Outlook and Google.

Although it might seem complicated, it’s actually a relatively straightforward process.The mail server receiving your email will look for your SPF record and DomainKeys Identified Mail (DKIM) token, and if all is in order, it will let it through to the inbox.

Alongside this, we also configure the DMARC (or Domain-based Message Authentication, Reporting, and Conformance) record, which also improves deliverability.

It allows us to monitor the ongoing health of your email verification and works in tandem with your SPF and DKIM records and allows us to identify anywhere where email authentication may be working incorrectly or not set up across your entire domain. It also allows you to instruct the mail server to junk or reject any emails that don’t pass your own SPF/DKIM settings, allowing you far better protection against spoofing and spam attacks using your email address.


To summarise, we can help get emails delivered to the inbox by:

  • Creation of a Sender Policy Framework (SPF) record
  • Creation of a DomainKeys Identified Mail (DKIM) record
  • Creation of a Domain-based Message Authentication, Reporting, and Conformance (DMARC record)
  • Liaison with your web developer to attach the records to your Domain Name Server (DNS) 
  • Verification that the required, authorised sending domains are listed on the above records - and regular ‘health checks’ of your email verification
  • Implementation of domain mapping to ensure links in emails relate to your domain and not the platform that is being used e.g. client.jarrang.com

The way we look at deliverability is like this: Why put in so much hard work to your email marketing campaigns for no one to see them?

Talk to us today about how you can prevent email fraud, protect your brand, improve your email deliverability and ensure your emails continue to successfully reach the inbox rather than the spam folder.

Improve deliverability