At the heart of any Content Marketing strategy is the have-to-have tactic of email.
It’s a fact that email performs better and costs less than just about any other online marketing activity. SalesForce recently reported in their State of Marketing survey that 80% of marketers consider email essential for success in achieving both marketing and business goals.
But email marketing can often be a challenge. That’s because you always have to address the many variables that you need to get right in order to deliver the conversions you’re hoping for. Some of them include:
- | List quality
- | Message relevance + quality
- | Mobile optimized content + design
- | Sender domain authority
- | Dynamic + personalized content
- | Subject lines
- | CAN-SPAM compliant subscribers
- | Time + date of delivery
- | HTML + plain text email
- | And more
With so much to continually keep your eye on, it’s easy to overlook the one thing that matters most for email: Deliverability.
Without a doubt, if the email doesn’t get to your prospect or customer, what chance do you have to get a click conversion for all of your effort?
One of the best practices you can implement to maximize email deliverability is DKIM.
What’s DKIM and how does it improve email campaign deliverability?
DKIM | DomainKeys Identified Mail (pronounced dee’-kim), is an important authentication mechanism for protecting senders and receivers from forged Email.
DKIM adds code to your email that can only be created by your authorized senders—including marketing automation providers. And if you enable and deploy DKIM, the code in the emails that you send will be confirmed as genuinely coming from your organization or you.
All the geek you need to know.
In technical terms, DKIM lets a domain associate its name with an email message by affixing a digital signature to it. Verification is carried out using the signer’s public key published in the publicly available DNS records under your control.
A valid signature guarantees that some parts of the email—including attachments—have not been modified since the signature was affixed. Usually, DKIM signatures are not visible to end-users and are affixed or verified by the infrastructure of the internet rather than message author or recipient.
Overwhelmed with SPAM? Fight back.
It’s important to remember that most email inboxes are overflowing with unwanted SPAM. The goal of the deadbeats that send this irritating content is to convince email recipient’s that an email is from a sender that they recognize so that they’ll open and read it.
DKIM technology was created to address this growing volume of SPAM which often has forged addresses and content.
For example, a SPAM message may claim to be from firstname.lastname@example.org even if it’s not actually from that address, domain or entity. This makes it very difficult for recipients to know whether they should trust or distrust an email message or domain.
Why you should care.
Enabling DKIM for e-mail senders and recipients provides some great benefits including:
- | Allows the signing domain to reliably identify a stream of legitimate email
- | Enables domain-based blacklists and whitelists to be more effective
- | Makes certain kinds of phishing attacks easier to detect
DKIM can also be very effective as an anti-phishing technology. If you send lots of emails or your domain is prone to or has been phished, it’s essential to sign your sent mail with DKIM to show that it’s in fact genuine.
Without a valid DKIM enabled signature, you’ll be providing recipients with a legitimate indication that your mail is probably forged, SPAM or worse.
Time to improve your email deliverability?
So, if email matters for you to successfully achieve your marketing objectives, it makes sense to enable and deploy DKIM on your domain ASAP.
And if you’re working with a qualified resource that’s fluent in the ongoing requirements and continually changing technologies of Content Marketing, they should help you get there fast.
To learn more about our strategic approach to integrated online marketing, contact us online or just give us a call at 415.789.5830.
As president and creative director of TeamworksCom, Paul develops brand strategy, engineers content to express customer value and creates integrated online and content marketing solutions to help businesses succeed. Connect with Paul, send an Email, or just call 415.789.5830.