Can authentication save email marketing?

Authenticating email has been touted as the savior for businesses wanting to contact established customers, but what about marketers trying to reach those first consumers? Could email authentication be the right tactic for email marketers?

by Kristina Knight

JangoMail is betting that email authentication through domain keys and DKIM will be the change that email marketers are looking for. The company is putting their money where their mail is - figuratively speaking - and is signing all out-going emails with DomainKeys and DKIM.

What can a DomainKey or DKIM do for a marketer? Because emails signed with DomainKeys and DKIM guarantee that an email won't change in transit, many email account providers look at such email differently. Rather than sending these emails directly to a junk or bulk folder, the emails are more likely to be delivered to an inbox and more likely to be read by a consumer.

By separating legitimate marketing materials from spam and phishing messages, email marketers can improve deliverability rates and possibly impact the bottom line.

DomainKeys, though, only guarantee that the email will be delivered. How the email copy is written, the offers within and the targeting will also impact the campaign's result. However, coordinating those options with authenticated emails could spell the difference for email marketers.

Tags: email authentication, email deliverability, email marketing

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