Unlocking Business Growth: The Power of Email Deliverability

23 February 2024 by Shweta Jhajharia

In the ever-evolving landscape of digital marketing, one aspect that remains paramount for businesses of all sizes is email deliverability. Already this year, major players like Google and Yahoo have rolled out updates that redefine the rules of the game, emphasising the importance of ensuring your emails reach the intended recipients’ inboxes. 

Let’s explore these updates and how mastering email deliverability can fuel your outbound marketing efforts and drive business growth. 

Google and Yahoo, being at the forefront of email services, have implemented stringent measures to combat spam and enhance user experience. Their recent updates prioritise inbox placement for emails that meet specific criteria, including sender reputation, engagement metrics, and content quality. Simply hitting ‘send’ on your email outreach campaigns is no longer sufficient. Your emails must pass through various filters and algorithms to land where they truly matter—the inbox. 

Here are the new requirements: 

  • Ensure that your SPF and DMARC records are set up correctly. 
  • Make it easy for your recipients to unsubscribe 
  • Carefully monitor spam rates 

Why is this significant for business owners? Well, imagine your outbound marketing strategy heavily relies on email campaigns to reach potential clients. Each email you send is an opportunity to connect, showcase your offerings, and convert leads into loyal customers. However, if your emails end up in the dreaded spam folder or, worse, get blocked altogether, your efforts go to waste, and your business misses out on valuable opportunities. 

Ensuring high email deliverability isn’t just about avoiding the spam folder; it’s about maximising the impact of your outreach efforts. When your emails consistently land in the inbox, you establish credibility and trust with your audience. Emails can lay a strong foundation for building meaningful relationships, nurturing leads, and ultimately driving conversions. 

As a business owner, here is a quick guide on how to set up your email for success: 

You need to set up an SPF record and a DMARC record. 

Setting up SPF (Sender Policy Framework) and DMARC (Domain-based Message Authentication, Reporting, and Conformance) records are crucial steps to secure your email deliverability and protect your domain from being used for malicious purposes like phishing or spamming. Here’s a guide on how to set up both records: 

Setting up SPF Record: 

Step 1: Log in to your DNS Provider: 

  • Access your domain’s DNS settings. You can do this through your domain registrar or hosting provider’s control panel. 

Step 2: Create a new TXT Record: 

  • Look for the option to add or edit DNS records and choose to add a new TXT record. 

Step 3: Define the SPF Record: 

  • In the “Name” or “Host” field, enter your domain (e.g., yourdomain.com). 
  • In the “Value” or “Data” field, specify your SPF record. For example:

v=spf1 include:_spf.google.com ~all

  • This example allows Google’s servers to send emails on behalf of your domain. 
  • You might have to google for the exact line of code to use, depending on your email service provider. 

Step 4: Save the Changes: 

  • Save your changes. It may take some time for the changes to propagate across the internet. 

Setting up DMARC Record: 

Step 1: Log in to your DNS Provider: 

  • Access your domain’s DNS settings as you did for setting up SPF records. 

Step 2: Create a new TXT Record: 

  • Choose to add a new TXT record. 

Step 3: Define the DMARC Record: 

  • In the “Name” or “Host” field, enter “_dmarc.yourdomain.com” (replace yourdomain.com with your actual domain). 
  • In the “Value” or “Data” field, specify your DMARC policy. For example:

v=DMARC1; p=reject; rua=mailto:youremail@example.com; ruf=mailto:youremail@example.com; fo=1;

  • This example policy requests receiving reports for failed DMARC checks and requests to reject emails that fail the DMARC check. 

Step 4: Save the Changes: 

  • Save your changes and allow time for propagation. 

Testing and Monitoring: 

After setting up SPF and DMARC records, monitoring their effectiveness and adjusting them if necessary is essential. You can use various online tools to check if your SPF and DMARC records are correctly configured and to receive reports on email authentication failures. 

Dmartian DMARC record checker is an excellent tool to use. 

You also need to review your reports periodically to ensure that you keep protecting your domain’s reputation. 

By implementing SPF and DMARC records correctly, you’ll enhance your email deliverability and safeguard your domain’s reputation, ultimately improving your outbound marketing efforts and increasing your chances of reaching new clients effectively. 

Here are a few other actionable strategies you can implement to help ensure that your emails get into the inboxes of prospects: 

1. Maintain a Clean and Engaged Email List:

Regularly clean your email list to remove inactive or invalid addresses. Focus on engaging subscribers with relevant and valuable content to keep them interested and active. 

2. Optimise Sender Reputation:

Monitor your sender reputation closely by adhering to email best practices, avoiding spammy tactics, and promptly addressing any deliverability issues. 

3. Personalise and Segment Your Campaigns:

Tailor your email content to suit the preferences and interests of different segments of your audience. Personalisation not only improves engagement but also signals to email providers that your messages are relevant and desired. 

4. Use Clear and Compelling Subject Lines:

Your subject line plays a crucial role in enticing recipients to open your emails. Craft clear, concise, and compelling subject lines that accurately reflect the content of your message. 

5. Test and Iterate:

Continuously test different elements of your email campaigns, including send times, content formats, and calls to action. Analyse the results and iterate based on what resonates best with your audience. 

By implementing these strategies and staying abreast of the latest updates in email deliverability, you position your business for success in 2024 and beyond. Remember, each email delivered to the inbox represents a potential opportunity to forge connections, win clients, and propel your business forward. Embrace the challenge, refine your approach, and watch as your outbound marketing efforts yield remarkable results. 


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Shweta Jhajharia

Shweta Jhajharia is one of the leading authorities on Business Value Building and the creator of the unique 6M Model. Shweta is widely respected as an impactful, intelligent and results orientated professional who helps business leaders unleash their potential to reach meaningful, higher objectives. This realisation of potential and maximisation... Read more