- Use the right technology. Companies should start evaluating and employing technologies that use a domain rather than IP address to boost deliverability. DomainKeys Identified Mail (DKIM), for instance, is something that all marketers should look into, Dayman said. DKIM is a technology that authenticates a sender's domain so only messages coming from that actual domain make it through. Even if a spammer spoofs a domain, the technology can identify it as spam and keep it out of the inbox, protecting end users and the company's reputation. “This is a technology that allows [you], in so many technical ways, to drive a reputation based on domain,” he said.
- Examine your policy around branding. Many companies don't have policies around what's allowable when it comes to emails and branding. “You might have multiple divisions putting out marketing or prospecting content, but no one has told them which domain names to use in those marketing efforts,” Dayman said. “You want to separate those prospecting emails out as much as possible so everyone knows which domain names are allowed to be used.” In addition, there should be a companywide policy that specifies marketers or others sending emails on behalf of the company can't create new domain names as the practice can water down or damage the overall reputation, he said. “If you have multiple products or services, that's easily done by segmenting the website and redirecting traffic to those sections of the site,” Dayman said.
- Evaluate the number tools and email service providers your company uses. “When you have too many tools or providers, you can lose control of what your brand looks like and what represents it,” he said. If you do need to use multiple tools or providers, Dayman suggested applying one or two domains to each specific channel so the right reputation is funneled to the right domain.
Ayako Mie on 03.06.2015