By Shannan Hearne, Summit Technologies Marketing Specialist
Improving email deliverability doesn't have to be a mysterious process. By taking actionable steps, you can increase customer engagement and eliminate wasted spending. Litmus and Salesforce have created a comprehensive four-part guide that will help you understand email deliverability and form a proactive and holistic approach to your email marketing, ensuring every campaign is optimized for success.
When you send an email, it goes through two important checkpoints: delivery and deliverability. Delivery determines whether the email was received by the subscriber's inbox provider's servers. If the message was accepted, the email is considered delivered; if not, it is marked as a hard or soft bounce. Deliverability is the follow-up process after delivery that measures the rate at which emails make it into subscribers' inboxes instead of being labeled as spam and sent to the junk folder.
You can improve your email deliverability by taking preventative measures and monitoring your efforts regularly. One of the most critical steps is confirming your authentication and infrastructure. To do this, make sure your infrastructure is set up correctly, send only from authenticated domains, and establish the three primary frameworks: SPF, DKIM, and DMARC.
If you're sending emails from a new IP address, you may need to consider IP warming. This involves slowly sending emails from a new IP address or domain name and gradually increasing send volume over time until you've proven yourself as a legitimate sender. This is especially necessary if you're using a new dedicated IP address, a new domain, a new subdomain from a warm domain, or switching to a new ESP.
These tips from Summit Technologies LLC will help improve deliverability in Salesforce Account Engagement (formerly known as Pardot).