Are Your Emails Making It To The Inbox?
You may not realize this, but an email that is delivered to the inbox or the junk folder is technically delivered. So, paying attention to deliverability rates doesn’t mean that your email actually made it to the inbox! An email is a formidable tool – often resulting in the highest returns than any other online medium… but investing in the email tools and the creatives for deploying an email marketing strategy isn’t going to provide any return if your emails aren’t actually visible to your subscriber.
We recently assisted a national retailer that said Yahoo! subscribers weren’t seeing their office-based emails. The emails were being delivered, but Yahoo! was routing them directly to the junk folder. The company had recently migrated to Microsoft 365 but their IT team failed to update their DNS records to fully authenticate the ISP. We were able to add the necessary records, validate their email headers, and now they’re getting to the inbox. A simple fix that likely saved them a lot of frustration.