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HOW TO GET EMAILS DELIVERED TO INBOX

Written by Julia. Posted in Email Marketing

In one of my previous articles I’ve already touched upon the email filtering and
blocking issue and talked about the reasons why the email may be blocked or
filtered by ISPs. That was mostly all about the message content and list
building. There are also some technical issues that may be overlooked by email
marketers but play a significant role in the email delivery process. By
addressing those issues, you can increase your email deliverability rate and
ensure your newsletter is delivered directly to the recipient’s Inbox.

You probably know that the best way to send emails is through the SMTP server.
You can use the SMTP server of your Internet Service Provider (ISP) and be happy
with it. But many ISP now limits the number of email messages you can send per
hour or day. This definitely hurts your business if you have a large contact
database and need to send the message to the whole list urgently.

With that said, if you can’t use the SMTP server of your ISP because of email
sending restrictions, consider the following solutions:

1. Get your own SMTP server. The advantage is that you will be able to send as
many emails as you want without any restrictions. The disadvantage is that you
will need to setup the sender’s authentication records on your server yourself.

Email Authentication is the effort to include identifiable information into the
messages so that the receiver can recognize incoming email message
automatically. Email authentication helps prevent forged emails from being sent
from your mail server and thus, helps reduce the amount of spam in the
recipient’s Inbox.

So, when you get your mail server, adjust your authentication records to make
sure your emails are delivered to the recipient’s Inbox. The sender’s
authentication can be done in several ways such as SPF, Reverse DNS Lookup,
DomainKeys, or Sender ID:

 * SPF (Sender Policy Framework) records. SPF is an open standard created to
   stop forgery of From addresses. Because the majority of spam emails are sent
   from forged email addresses, SPF records allow the receiver’s host to verify
   that the email is being sent from the server it asserts it’s sent from. It’s
   like the email sender is telling to the receiver “I send emails from this
   computer only”. So, if any other machine tries to send an email from the same
   domain, the receiver’s mail server knows the From email address is forged.
   SPF standard is being used by some ISPs (including several large providers
   such as Hotmail, Yahoo, AOL, etc.) and mail hosts. You can ask your hosting
   company to setup SPF records for you. Or, go to your cPanel and click on
   “Email Authentication”. Then enable the authentication parameter you would
   want to apply to your emails.
   
   
 * Reverse DNS. This is another way to authenticate the email sender to the
   receiver host. Reverse DNS lookup implies determining what host and domain
   name belong to a given IP address. If a Reverse DNS Lookup returns a “no
   domain associated”, then the email will likely bounce to the sender, or will
   be deleted or filtered. To avoid Reverse DNS Lookup problems, follow these
   simple rules: 1) don’t send emails directly from your home computer (always
   use an SMTP server when possible) and 2) don’t send emails from a crappy
   shared hosting server for a small fee monthly fee. Get a solid host, better
   yet a VPS (virtual private server) or a dedicated server and ask your hosting
   company to enable Reverse DNS for you.
   
   
 * DKIM. This is the next step to do after you setup your Reverse DNS records.
   According to Wikipedia “DomainKeys Identified Mail (DKIM) is an email
   validation system designed to detect email spoofing by providing a mechanism
   to allow receiving mail exchangers to check that incoming mail from a domain
   is authorized by that domain’s administrators and that the email (including
   attachments) has not been modified during transport.”. In other words, DKIM
   authentication system checks if the email is sent from the domain it claims
   to be sent from. By installing DKIM, you can help your server deliver your
   emails directly to the recipient’s inbox.

In fact, if you have SPF records, Reverse DNS and DKIM setup, this is enough to
get your email delivered to the recipient. However, you may also want to setup
your Sender ID.

The Sender ID is an email authentication technology that validates the origin of
email messages by verifying the sender’s IP address against the supposed owner
of the domain the email is sent from. The Sender ID authentication algorithm
addresses the problem of forging email messages headers by verifying the domain
name from which the emails are sent.

2. Use the 3rd party email service. If you don’t have mail server or don’t have
enough knowledge to properly setup your SMTP server to send your emails to the
recipient’s Inbox, consider using the 3rd party email service provider. We
recommend the following:

 * Amazon SES. Amazon SES is probably the cheapest email sending service. They
   charged only $1 per 10 000 messages. You can use GlockApps Bounce Monitor for
   bounced emails management.
   
   
 * SMTP.com. SMTP.com provides the highest performance in sending emails and
   ensures inbox delivery for your critical messages while protecting your IP
   reputation. SMTP.com establishes Feedback Loops (FBL), DomainKeys/DKIM
   signing, SPF and manages ISP Relationships (including Whitelist, Greylist,
   and Blacklist resolution) for you. They have a variety of service plans that
   address the diverse needs of users ranging from small businesses to large
   corporations who require higher service levels and support.

The steps listed above will help, but they still may not be enough. There are a
few more things you can do to build your email sender reputation and improve
your email campaign performance:

 * Check your mail server’s IP address against DNS based blacklists every few
   email campaigns. You can use the G-Lock Apps delivery and spam testing tools
   to see your inbox placement, spam scores, authentication issues, daily
   blacklist monitoring to check if your server’s IP address is blacklisted and
   get summary email alerts. If it is, there is nothing wrong with emailing to
   the admins of those DNSBL sites and ask them how you can be removed from the
   blacklist.
   
   
 * Sign up at email deliverability services. These services work as whitelists
   and ensure the email delivery to the recipient. When you sign up, your
   server’s IP address is included into their database. The ISPs check those
   databases, and if your IP is found there, your email is delivered. Only note
   that the email deliverability services are not free. They charge a monthly
   fee or the fee is based on the quantity of sent emails.
   
   
 * Whitelist your server with ISPs. Large ISPs have a procedure you can follow
   to facilitate the delivery of your email messages directly to the
   subscriber’s Inbox and not to the bulk email folder. The bad thing is that
   the ISP may not whitelist you if you are using a shared mail server. Even the
   host owning the mail server may come into troubles with getting the server
   whitelisted if shared accounts are in use. The experience shows that to send
   the emails as reliably as possible, email marketers should use a dedicated
   mail server and implement all the steps I described above. And the final
   thing to do is to follow the ISP whitelisting procedure. There is also a
   concern about the quantity of emails sent at a time. ISPs tend to meter
   incoming emails and accept only a certain number of messages per hour. Gone
   are the days when it was possible to continuously blast thousands of
   messages. Now the emails should be metered to leak over time.
   
   
 * Signup for Feedback Loop programs with ISPs. Those are free programs provided
   by major ISPs to help email senders improve the delivery of email messages to
   their recipients. When a user receives a message from a sender enrolled in
   the Feedback Loop program and clicks on the Report Spam button on the message
   instead of clicking on your unsubscribe link, a feedback report for each spam
   complaint is sent to the email sender. Why is it useful? It lets you know
   there is something wrong with your email (off topic, unreadable, etc.) so
   that one of your subscribers clicked the spam button on it. A spam complaint
   is a valid reason for you to immediately remove that person from your list.
   Remember, by clicking on the “Report Spam” button the recipient does not
   unsubscribe. They will still receive your emails until you manually
   unsubscribe them. So, to avoid more spam complaints in the future, you’ll
   want to remove them immediately.

   What you’ll need in order to register for email feedback loops:

    * Access to accounts on your domain: abuse@ or postmaster@
    * IP addresses that you want to receive feedback loop emails for

   EMAIL FEEDBACK LOOP FORMS YOU CAN FILL OUT ONLINE

   AOL Feedback Loop – This page will give you access to the email feedback loop
   form.Read more about their application information, amongst other
   requirements and info which is all very important too.

   Comcast Feedback Loop – A very simple form from Comcast.net that includes an
   informative “terms of service” agreement and privacy policy.

   Cox Feedback Loop – Another quick form, provided by ReturnPath.

   Bluetie Feedback Loop – BlueTie offers a feedback loop service, operated by
   Return Path, free of charge, to parties sending large amounts of mail to
   BlueTie members.

   MSN/Live Feedback Loop – This Junk Email Reporting Program (JMRPP) encourages
   large senders to remove unwanted recipients from their email list. Click to
   read instructions on how to get accepted into the program.

   United Online Feedback Loop – This lengthy application form also acts as a
   white list request. You may need to consult your Email Service Provider or IT
   team to get the information needed for this form.

   USA.net Feedback Loop – Another simple form that also gives you access to
   existing feedback loops, also run by ReturnPath.

   Yahoo! Feedback Loop Form – Yahoo! offers a Complaint Feedback Loop service,
   free of charge, but you need to log in first.

   Rackspace Feedback Loop – Simple form, run by ReturnPath.

   EMAIL FEEDBACK LOOP FORMS YOU CAN FILL OUT THROUGH EMAIL

   Common requirements for application:

    * your IP range
    * your domains
    * your network’s contact information: name, contact e-mail and phone
    * the e-mail to which the FBL will be sent

   Charter Feedback Loop – (unblock@charter.net) Charter doesn’t have an
   official feedback loop, but they do have very strict spam policies. If your
   message is flagged as spam, you’ll get a notification automatically with a
   “550 [MESSAGE ID] Message identified as SPAM” message. From there, you can
   re-send (not forward) the original message with your plea to be unblocked to
   unblock@charter.net.

   Earthlink Feedback Loop – (fblrequest@abuse.earthlink.net) Use the
   information list above to determine what to send to this email address.

   Excite Feedback Loop: (fb-loop@bluetie.com and emailadmin@cs.excite.com) Use
   both of these email addresses, because as of June 2008, Excite moved over to
   BlueTie. Use the information list above to determine what information to send
   to these email addresses.

   Gmail Feedback Loop – Just as a note, Gmail doesn’t accept white listing
   requests nor do they provide feedback loops. Last year they did enact a type
   of feedback loop, but it’s only available to your email service provider.
   They use contact lists plus extensive filters to determine what gets
   delivered to an inbox. They do have a bulk sender contact form however, if
   you feel that some of your messages are incorrectly marked as spam.

   Verizon Feedback Loop – Verizon doesn’t have a feedback loop, but they do
   offer a whitelist form.

 * Do not change your mail server’s IP address without any evident reason for
   it. Some ISPs are more cautious to new IP addresses and restrict the amount
   of emails that can be sent from a new IP address.
   
   
 * Do not change your “From” email address without need. The recipients have
   already used to your From field and probably added your From email address to
   their whitelists. Sending from a new email address may make them think it is
   spam and hit “Report Spam” button or just delete your email message. If you
   are forced to change your From email address, consider sending a short
   notification to your subscribers before the change takes place. This way,
   they can update your records in their address books or whitelists and your
   future emails will more likely to be received in the Inbox.
   
   
 * Ask subscribers to whitelist your email address. It’s better if you include
   into your welcome message the instructions how to whitelist you in order the
   recipient receives your regular HTML email newsletters into the Inbox. If
   you’re looking for an easy way to build your own mailing list, this
   subscription plugin for WordPress is exactly what you need. Using this plugin
   you can place the signup form at the side bar on your WordPress blog and let
   people subscribe to your newsletter using the confirmed opt-in method. The
   plugin automatically sends the welcome email new subscribers proving them
   with the instructions how to whitelist your email address. The subscribers
   will be saved to your internal WordPress database. You will be able to create
   and email newsletters to your list directly from WordPress, or export the
   subscribers for using the list your in-house hybrid email marketing software.

To conclude, keep in mind that nowadays the sender’s reputation question is
timely as never before. It’s easy to fool anti-spam filters using some tricks
but it’s not easy to restore your good name. Your email sender’s reputation
determines the success of your mailings so put your efforts to create a good
picture of yourself.


RELATED:

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   You can use G-Lock Analytics service to track your emails so you know if they
   were opened and read. Email blast tracking reports are presented in the
   textual and graphical format. You can also view the geographical localization
   of unique opens of your email message. With…

 * Boost Email Deliverability to the Recipient's Inbox
   
   When it comes to email deliverability, we used to talk about big issues:
   opt-in email list and list hygiene, ISP whitelisting, sender authentication
   (SPF, Reverse DNS Lookup, and DomainKeys), and email newsletter design. These
   factors play a very important role in the email delivery process…

 * How to Send Marketing Emails
   
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Tags: How To Get Emails Delivered


COMMENTS (6)


 * KEVIN
   
   March 15, 2015 at 14:59 | #
   
   Is MTA a good tool to deliver emails? Especially when we are trying to send
   over 25,000 contacts per day?


 * ANT
   
   June 25, 2015 at 10:40 | #
   
   As I understand it, sending DomainKeys compliant email requires the email
   server itself to digitally sign each sent message – is it possible that
   future releases of G-Lock Easymail will contain this functionality for direct
   senders?
   
   
   * JULIA
     
     May 9, 2015 at 09:15 | #
     
     @ Ant,
     
     G-Lock EasyMail7 already provides you with the ability to sign the emails
     with DKIM signature. See DKIM Signature tab in the Outgoing Mail Server
     Account settings. But since this is a DNS based authentication, you need to
     have access to your DNS in order to write Public Key there.


 * LUCINDA
   
   September 18, 2015 at 12:15 | #
   
   Great info here, thanks… 1 question though,
   
   If I simply don’t have the time to check through all this due to other work
   commitments, is using constant contact, or aweber a good move, or not?
   
   If so, any ideas who is best? I think both offer a free trial but I would
   love an experts opinion on this!!!
   
   
   * JULIA G
     
     March 4, 2016 at 10:11 | #
     
     I would recommend that you read this whitepaper
     http://easymail7.com/files/why-hybrid-email-solutions-are-better-than-esp.pdf
     to understand the difference between email service providers and hybrid
     email systems like EasyMail7. After reading the whitepaper, you will have
     the idea what solution would suit you best.


 * NIKOS KOTSIOUDIS
   
   March 23, 2018 at 14:00 | #
   
   Hello, this is really interesting information, thank you for sharing. What
   about DMARC? it is not mentioned in the article and from what I know it is
   also crucial to configure correctly in order to avoid email deliverability
   issues. Any comments on that? Moreover, how important is the strength of the
   domain key in DKIM? Could it affect email deliverability? Kind regards, Nikos


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