Emarsys has one of the best sender reputations in the industry and we work very hard to keep it that way. We insist that all of our customers adhere to our guidelines and policies when it comes to content and sending strategy.
Why is deliverability important?
In order for you to send content safely and reliably to your recipients via our infrastructure, you need to comply with all relevant ISP requirements and local regulations, so that you can enjoy the best possible results from your marketing efforts.
A very important aspect of digital messaging is that there is no guaranteed way of knowing where your recipients are based and, as a result, which laws and regulations apply. To help combat this, our Deliverability experts keep up with all relevant ISP requirements and regional laws to make compliance as easily as possible.
The following visualization is designed to illustrate the range and scope of our Deliverability Requirements:
Deliverability onboarding has two distinct aspects.
First, we need to configure your DNS settings.
At the same time, you will need to ensure that your web shop and email content is compliant with our standards.
If your emails do not meet the industry standards for deliverability, it could delay the time until you are ready to send your first campaign. Our guidelines will make sure your emails hit the inbox right from the start.
In addition to this, you can find a number of additional articles relating to deliverability:
- Spam traps
- SMTP status codes
- Abuse management
- Understanding DMARC
- How to view an email header
- Deliverability glossary
ISP policies & best practices
When onboarding with Emarsys, we make sure that you understand and comply with all the ISP-level requirements. These cover a range of legal, technical and content elements, including:
- The need for explicit opt-ins.
- Including support for opt-out mechanisms.
- Correctly using the Sender Authentication technical mechanisms.
These ISP-level requirements are the foundations that enable you to send mail with confidence that it will arrive safely in their recipients’ inboxes. Here are links to the policies for some of the most common providers:
There are additional legal requirements that need to be met, mostly relating to opt-in and opt-out, so that you can be safe in the knowledge that when you do send content, you do not open yourselves up to the risk of litigation.
Finally, there are a number of ISP and Legal requirements on a content level (i.e. what you must always include in your mail), which encourage the recipients to actually engage with the content they are sent. To help meet our content requirements, we also provide best-practice tips and tricks to ensure your content makes it past spam filters and arrives with the intended recipients.
At the end of the day, you have a message that you believe your recipients would want to see, so we make sure that you can avoid any pitfalls that you may encounter.