Using Domain Certification to Improve Email Deliverability

How many of your permissioned emails actually arrive in recipients email inbox? It's likely less than you think.

In fact, 21 percent of permissioned marketing emails never reach the inbox*, instead ending up in spam folders or being blocked by the email service altogether. That doesn't just lead to a reduction to opens and click metrics, but revenue as well.

Fortunately, brands are waking up to deliveryability issues and solutions are emerging to help curtail the problem. Data solutions provider Return Path, for example, announced the next generation of its Certification solution which will enable email senders to join a certified whitelist based on their sending domain's reputation. According to Return Path, Certification provides an average lift of 18% in overall placement.

While Return Path's existing IP address-based whitelist caters to large enterprise senders, the new Domain Certification solution will extend the benefits of Certification to small and mid-sized senders on shared IP addresses. Adding Domain Certification will also benefit senders that already have certified IP addresses by giving them greater flexibility to monitor their email streams.  

"Email filtering is constantly evolving. With the adoption of IPv6, the number of IP addresses has grown exponentially, making IP reputation much more difficult to monitor. So mailbox providers are placing increased importance on domain-based authentication for their filtering decisions," said Matt Blumberg, Return Path's CEO. "Now more than ever, it's critical for senders to maintain a spotless domain reputation. Going through the certification process is a sure-fire way to expose any possible domain reputation issues."

* Data comes from Return Path 2015 Deliverability Study