At Emma, we focus a lot of time and attention to make sure we're getting the highest rate of delivery possible for our customers. It means making sure our emails are reaching their destination servers, and that from there we've put our customers in the best position possible to get the mail delivered right to their recipients' inboxes. It's a big part of the job and a big reason why companies turn to Emma for help. Here's how we help:
We make sure every email is server-friendly
Email deliverability begins with the emails themselves — making sure they're structured in a way that receiving servers expect (and often require) them to be. With Emma, your HTML is airtight and your underlying delivery structure is, too.
We provide detailed delivery tracking you can act on
The tracking Emma provides tells you who in your audience is receiving and responding to your campaigns. The totals provide you with important benchmarks against which you can judge the performance of different campaigns and approaches. Our tracking also alerts you to problems in your lists or delivery and tells you precisely who isn't getting your emails, whenever we know that to be the case.
We help you keep your lists fresh and up to date
Emma automatically processes and interprets your bounces. That means any time someone doesn't receive your emails (and their server clearly indicates it), we let you know. We also automatically weed those bad addresses out for you as we get enough information to definitively declare an email address unreachable. By keeping your list fresh, we help you avoid sending repeatedly to bad addresses, something that ISPs and servers frown on.
We work closely with major ISPs
This is a must-have when emailing large groups of customers or members, many of whom have web-based addresses at places like Gmail, Hotmail and Yahoo. We have strong relationships with major ISPs to make sure Emma customer emails are getting delivered and that Emma's network is keeping pace as ISP networks update and evolve to let good emails in and keep more and more of the bad ones out.
We use DKIM
DKIM is the most recently adopted mechanism for authenticating the sender of an email. Like SPF and SenderID, it stores authentication data in the domain's DNS. That said, SPF and DKIM serve different purposes. SPF is designed to verify the IPs, domains or entities authorized to send mail for a domain. DKIM certifies that the sender is who they say they are. It uses encrypted 'keys' (long alphanumeric strings) — one in the domain's DNS and one in the email headers — and uses one to decode the other, creating a more reliable way to verify a sender's validity. DKIM also establishes a reputation for the domain being signed.
Currently, Emma uses DKIM to certify that the email address in the *return-path* field is a valid sender @e2ma.net. The email address used as the *return-path* is unique to every campaign and is not the same as the RSVP address. Emma is only authenticating e2ma.net and does not have the ability to DKIM sign for our customers' domains. The key benefits to using DKIM are added trust for our customers' email and more information for Emma, allowing us to better monitor the health of our IPs and keep their reputations high and leading to better email delivery and (potentially) inbox placement.
We stay involved in the industry
Emma is a member of AIM (the Association of Interactive Marketers) and its Council for Responsible Email. Groups like this help us keep up with the very latest industry trends and make sure Emma remains on the forefront of those trends.
We work closely with Emma customers on specific delivery matters
Deliverability is a partner venture: it requires a smart partner and platform, but it also depends heavily on each organization's audience, lists and approach. Delivery is a very personal matter in most cases, and we work closely with you any time you need us to.
And we offer up tips and advice every chance we get
Through our regular blog posts and new resources, and in conjunction with new delivery-related features as we release them, we stay in front of the community with good ideas and advice about getting delivery rates up and keeping them there.