While email delivery has had some helpful improvements over the years to thwart spammers and enable good companies to communicate with prospects and customers, it’s still a ridiculous technology that requires good senders to jump through loops and still enables spammers to fake their way into the inbox.
The single point of failure in email deliverability is this:
The subscriber subscribes to the email sender but the email is delivered to the inbox provider who has absolutely no knowledge of the transaction. That large inbox providers like Gmail and Microsoft don’t have their own opt-in mechanisms that ensure deliverability at this point is an absolute joke.
So… if you’re an established email sender with hundreds of thousands of email subscribers that you built up over the years and you decide to change email marketing platforms… you have to restart your reputation. Or… if you’re a new email sender that is doing legitimate outreach to prospects and customers, you’re going to be assumed as a spammer.
Inbox providers have implemented three tools and techniques to help improve email deliverability and to thwart spam, but they are far from foolproof:
- IP Reputation – inbox providers maintain their own or subscribe to third-party reputation providers that monitor the sending IP address for spam complaints. As I mentioned above… this is fantastic until the company changes its IP address when migrating to a new email marketing platform. Even if they’re using the same sending domain, the IP reputation can snag them. And… if you’re a smaller sender that shares a sending IP address, you can get punished because a company you’re not even affiliated with received a number of spam complaints.
- Subscriber Behavior – most inbox providers monitor your email activity to see whether or not you’re interacting with a sender. If you add them to your contacts, for instance, it’s typically routed directly to the inbox. But other activities like opening, clicking, replying to emails, or moving an email from the junk folder to the inbox can improve the inbox placement of those senders as well.
- Email Authentication – technologies like BIMI, SPF, DKIM, and DMARC validate the sending domain to the actual email that’s delivered. These technologies are largely being applied to thwart phishing – when hackers pretend to be a company to try to push you to pay invoices or send money that’s disguised and goes to the thieves.
Email Outreach and Warmup
If you’re a new company that wishes to begin sales outreach and email marketing, you’re going to have to overcome some of these challenges. You don’t have an email marketing list that you can warm up on the new IP address, so you’re going to have to rely on email authentication and subscriber behavior to help you avoid junk folders and make it to the inbox. If you’re a small sender that’s sending a few hundred or thousand emails, this can be frustrating because you don’t have the numbers to help build a reputation.
As a result of this, a new type of platform is available to help companies mimic and build their reputation as they continue to grow. It’s known as email warmup. Email warmup platforms have a collection of tens of thousands of email inboxes. Utilizing automation, the recipient inbox clicks, opens, replies, moves the email to the inbox, etc. to provide the necessary indicators to the inbox provider that they are a valid sender. With enough activity, they eventually can wind up in the inbox.
Isn’t this cheating and bypassing legitimate safeguards of inbox providers? Well, yes… but they’re so horrible at email reputation that most of the industry doesn’t care anymore. If inbox providers are unhappy with these systems, they should innovate and fix permission-based email… not blame platforms that are working around the weaknesses of their technology.
Boxward Email Warmup
Boxward is an email warmup platform that’s ideal for:
- New Emails – Newly created emails get better deliverability and are no longer disabled by email providers.
- Existing Emails – Existing emails are kept in good standing so they can continue to be used at scale for cold outreach.
- Distressed Emails – Emails with deliverability problems can be brought back into good standing, and have their reputation repaired.
Boxward produces human-like email interactions in your inbox to raise your sender reputation and ensure your emails reach their targets. Here’s an overview of the platform and how you can get started warming up your email for cold outreach.
Boxward offers a number of features, including:
- Warmup Algorithms – whether you’re starting, maintaining, or trying to repair your inbox placement, Boxward has different warmup algorithms that are impacted by reputation and email health.
- Realtime Deliverability – View the inbox placement of your emails overall as well as by email provider (Google Workspace, Outlook, etc.).
- Personalized Human Emails – Boxward uses personalization and merge fields to make the warmup emails realistic, unique, and human… increasing the likelihood that the activity is seen as valid.
Once you’ve added your email, Boxward takes care of the rest. You don’t have to do anything but watch as your email is warmed up and your deliverability improves. Get your relax on!
Disclosure: Martech Zone is an affiliate of Boxward and we are using our affiliate links in this article.