Although email deliverability (inbox placement) is a complex matter (content, subject lines, systems, ip addresses, engagement etc), there are several fundamental pieces you must make sure you have in place Inside of your Infusionsoft account before you send another email.
Here are the 7 things you need to do to ensure your Infusionsoft account is setup properly before you send another email.
- Configure DKIM within Infusionsoft
- Configure your DKIM within your DNS
- Setup your SPF records for Infusionsoft email and IP’s
- Setup your DMARC record
- Configure and run your Infusionsoft Automated List Management
- Identify and segment based on email engagement. (do not mail those that are not engaged)
- Clean and Scrub your list with an Email Hygiene Solution. (recommended a minimum of every 6 months)
After reading this list, you may be asking, what are all these and what does all this technical mumbojumbo mean? Let me help you:
What is DKIM?
DKIM (Domain Keys Identified Mail) is a complex email protocol that allows a sender's identity to be authenticated by the recipient to help combat email fraud. Also known as “digital signature,” this is a method for associating a domain name with an email message, allowing a person, role, or organization to claim some responsibility for the message. A digital signature gives recipients a reason to believe the email message was created by a known sender and was not altered in transit.
How does DKIM work?
A public key is used to create a DNS record. That same key is also used to digitally sign the header of emails that are sent. When the recipient's provider receives the email, they check the sender's DNS records and the sender's authenticity is validated by the matching key. The message can then be delivered to the recipient with confidence that the sender is who they claim to be.
Why is DKIM important?
DKIM affords the greatest assurance that the sender is who they say they are and gives email providers a way to track and hold senders accountable for the messages they're sending. As a result, deliverability of these messages is greater and inbox placement is improved.
What is SPF?
Sender Policy Framework is an email validation protocol designed to detect and block email spoofing by providing a mechanism to allow receiving mail exchangers to verify that incoming mail from a domain comes from an IP Address authorized by that domain's administrators. This is configured in your websites DNS.
How does SPF work?
The receiving server extracts the domain's SPF record, and then checks if the source email server IP is approved to send emails for that domain. Receiving servers verify SPF by checking a specific TXT DNS entry in your domain, which includes a list of approved IP addresses. This is one of the key aspects of SPF.
Why is SPF important?
SPF records prevent sender address forgery by protecting the envelope sender address, allowing the domain administrator to specify which mail server are allowed to send mail from their domain. This anti-spam method however requires that you have a properly formatted SPF record and the receiving server has the ability to check if the message complies with this record
What is DMARC?
Domain-based Message Authentication, Reporting and Conformance is an email-validation system designed to detect and prevent email spoofing.
How does DMARC work?
A DMARC policy allows a sender to indicate that their messages are protected by SPF and/or DKIM, and tells a receiver what to do if neither of those authentication methods passes – such as junk or reject the message. DMARC removes guesswork from the receiver’s handling of these failed messages, limiting or eliminating the user’s exposure to potentially fraudulent & harmful messages. DMARC also provides a way for the email receiver to report back to the sender about messages that pass and/or fail DMARC evaluation.
Why is DMARC important?
The main goal of DMARC is to detect and prevent email spoofing. For example, phishing scams that are designed to look like they’re coming from your bank or Amazon, prompting you to click on a link to reset your password or to give them your information(we have all received those at least once).
SPF and DKIM do a majority of the hard work here. By designating email systems that are permitted to send email for a domain, and by signing messages to avoid header modification en-route.
But DMARC ties the two technologies together, providing a single interface for instructing remote mailers on the domains policies, and actions to take if and when those policies are not met.
What is Automated List Management?
Infusionsoft Automated List Management is a tool inside Infusionsoft that gives you the ability to automate the engagement status of your individual contacts based on their engagement or lack of engagement with your email.
How does Automated List Management work?
Infusionsoft's automated list management allows you to configure two different thresholds of non-engagement within your marketing, Unengaged Marketable status and Unengaged Non-Marketable status. These statuses are set by you and are determined by the last time a contact filled out a form, opened and email, clicked on a link or purchased through an Infusionsoft order form. You have the ability to set the timeframe on both of these.
Why is Automated List Management important?
There are several reasons why Automated List Management in Infusionsoft is important. First, by managing your list based on engagement, you are practicing good list hygiene. 30% of email users change their emails every year which is why email addresses go bad. Removing these non engaged emails from your marketing will have a positive impact on your email deliverability and Inbox placement.
Second, when the ISP's are deciding where to place your email, the inbox, promotions tab or spam filter, engagement within your emails is a major part of the algorithm. Poor engagement with your emails= Poor inbox placement.
What is Engagement Segmentation?
List segmentation refers to the process of dividing a email contact list into smaller “segments” according to certain shared characteristics. When Looking at Engagement Segmentation, those characteristics in this case will be time since last engagement
How does Engagement Segmentation work?
Email segmentation is a way to group your email list into categories to send more targeted marketing emails. Email segmentation also affects your sender reputation. Internet Service Providers (ISPs) evaluate how your recipients interact with your email when deciding where your mail will be placed.
*PRO TIP - you can use PlusThis or My Fusion Helper to identify the engagement levels of your database and tag them accordingly. From there you can create automated campaigns to handle the unengaged portions of your list. We also have several prebuilt campaigns designed to facilitate this.
Why is Engagement Segmentation important?
Poor engagement with your emails =
Poor inbox placement. When the ISP's are deciding where to place your email, the inbox, promotions tab or spam filter, engagement within your emails is a major part of the algorithm.
Once you have identified they have not engaged, you have the opportunity to segment those contacts and reengage them, via different mediums. Those could include retargeting ads via Facebook or utilizing a third Party SMTP email system to engage on a different set if IP addresses while still leveraging the overall power of Infusionsoft..
What is Email List Hygiene?
Email hygiene is defined as the process of verifying or removing invalid email addresses from an email list. These accounts may be from people who switched jobs and closed their old company address, people who switched domains (ex: from aol.com to gmail.com), dead email accounts or people who unsubscribed.
How does Email Hygiene work?
An easy way to keep your emails clean is to use a third-party email verification service. Email verification services ensure that emails in your list are actually sendable before being sent. Third part email hygiene tools will identify the following poisons within your database: Bouncing Emails, Spam Traps, Bots, Invalid Emails, Typos Domains, Role Accounts, Catch-all email addresses and Serial Complainers. All of the above can have a negative impact on your Email Deliverability and Inbox Placement.
Being proactive like this goes along way in the success of your campaigns
As you can see, keeping your list clean is a minor annoyance where the good heavily outweighs the bad. Practicing proper email hygiene will separate your list from your competitors and keep your subscribers engaged and happy for a long time.
Why is Email Hygiene important?
Poor engagement with your emails = Poor inbox placement. When the ISP's are deciding where to place your email, the inbox, promotions tab or spam filter, engagement within your emails is a major part of the algorithm.
By being proactive with your list hygiene you will experience more consistent email deliverability, have higher engagement with your emails, increase your Inbox Placement, create a better domain reputation and overall increase your conversion rates and ROI from your Email Marketing.
Email deliverability is a complex beast to tackle, but these 7 items will give you a solid foundation within your Infusionsoft application to ensure you are doing what you can to increase your Inbox Placement and get more eyes on your emails.
If you do not have a dedicated member on your team that can handle this or if you need help, Fundamental Marketing is here to support you! We are offering a free consultation to go over your system to ensure you are good to go when it comes to sending emails with Infusionsoft. You can schedule your FREE Email Deliverability Consultation here.