Not long ago, The Retail Email Blog featured a post illustrating what can happen if you don’t take the time to set up the proper email authentication before sending your marketing blasts. In this case, even after the reader approved the message, his Hotmail still gave multiple warnings about potentially malicious content. The email was from a respected retailer, Office Depot, and it was sent from an address already on the recipient’s ‘safe sender’ list.
As you can see, even for legitimate marketers, it can be tough to get past automated SPAM and phishing filters that can’t differentiate your email from a dangerous message. One way to dramatically improve your delivery and prevent cases like this is by taking a few quick steps to set up email authentication. This step is sometimes ignored by marketers because it may require the help of your IT department and it is not absolutely required to send emails. That being said, it is highly recommended that you take a moment and get it done so that you can rest assured you are doing all you can to make sure the message you spent so much time creating makes it to the inbox.