Last week, a client asked a question as we were working on their email/domain authentication: "Why do I have to do this?"
When email marketers go from an email platform that doesn't utilize authentication tactics like Domain Keys and SPF records to one that does — like emfluence — it’s not uncommon to be confused, so they were asking a great question! The reason some email service providers don’t authenticate is because it definitely takes a bit of time and some technical/website help. It can be the difference between starting to send email today and having to wait until the end of the week. Most email service providers that don't authenticate serve email marketers who are mailing to a few hundred or a few thousand people at most. So they choose to send email “on behalf of” your email address, which allows them to bypass the step of gaining authorization to send from @yourdomain.com.
However, authentication becomes very important when sending to more than a few thousand emails at a time to any one email client. For example, if you have about 4000 emails on your address list, statistics show that probably about 1500 of them are going to be Yahoo! addresses. That’s enough for Yahoo! to care whether you are who you say you are. They rightfully want to protect their users’ inboxes from fraudulent senders and if you're not authenticating, they may decide to keep you out of inboxes to err on the side of safety. So emfluence – and most mid- and high-level email service providers – help our clients authenticate their domains so as to be able to send legitimately from the same domain as the website links in the body of the email.
Want to chat about how to authenticate your domain for your emfluence Marketing Platform account? Reach out to your account rep at emfluence — we'd love to help!
(Not an emfluence client but still need to know more about authentication? Reach out to us anyway! 877-81-EMAIL)