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Email Marketing by the Numbers: How to Use the World’s Greatest Marketing Tool to Take Any Organization to the Next Level by Ali Sales, Chris Baggott

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Deliverability Factor: The Technical Side

“In terms of getting mail into the inbox, it’s about half technical components and half marketing best practices,” says Laura Atkins at Word to the Wise. While your company may have mastered marketing strategy and best practices, it’s imperative to ensure that your technical team or Email Service Provider (ESP) has checked (and updated) the technical components that affect reputation. Eichner at Pivotal Veracity sees “technical deliverability issues more prevalent at senders using internal systems, rather than from a third-party ESP, mainly because internal IT resources don’t understand the importance of proper configuration.”

Ensure that your configurations are in line with the following technical components that improve or quickly degrade your online reputation:

  • IP address: An IP address is the node of the mail server from which your email is sent. IP addresses are typically arranged in larger groups known as IP net blocks. Your mail may be sent from a range of IP addresses to maximize your online reputation, or from a dedicated (or private) IP address. Because your sending IP address is the origination of your email, it is inextricably tied to your online reputation. In order to qualify for whitelists, feedback loops, and reputation services, you must have an IP address with a history of low spam complaints, unsubscribe compliance, and correct set up for your domain. ISPs and the anti-spam community can block a sender’s individual IP ...

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