Most bulk email service providers fail to provide the kind of deliverability support you need. In comparison, by the time you hit "submit," Silverpop already has prepared an optimized sending structure. Our ongoing, deep relationships with inbox providers combined with our leading-edge deliverability processes mean Silverpop clients are well prepared for deliverability success.
White Listing and Authentication for Targeted Permission Email Marketing
Before you send your first piece of mail, your email service provider should already have taken the necessary steps to register your unique IP address with those inbox providers that have white lists. This is part of the automatic provisioning process for new Silverpop accounts. Your ESP also should have evaluated and recommended the authenticated sender techniques that are best suited for your particular business situation and targeted permission email marketing program.
Authenticated sender techniques attempt to prove the origin of a message. Some of these techniques use special encryption that can only be produced by the purported author of the message, while others use publicly accessible records to compare the message header information to the purported author’s return address. Common authentication schemes include Sender Policy Framework (SPF), Sender ID, DomainKeys and Habeas. SPF is automatically enabled for all Silverpop clients. Other authentication options are available for clients with particular needs.
Unique Sending IP Address
Many bulk email service providers fail to provide large-volume senders their own IP address. Not only does it separate them from the missteps of other senders, it allows for quicker resolution in the event of an ISP block. While many ESPs charge extra for their large clients to have individual IPs, Silverpop offers it free as part of our overall commitment to enhanced deliverability of targeted permission email marketing campaigns.
ISP-Specific Throttling
Once your mail is out the door, throttling comes into play. Every inbox provider’s mail servers are designed differently. To maximize delivery, it is important to work with an email service provider able to send your targeted, permission email marketing campaigns at the right speed in order to get mail delivered quickly and efficiently. Silverpop’s mailing engines are continually adjusted to ensure that we send at the optimum throttle setting for each individual inbox provider.
Reputation techniques attempt to identify non-spam messages by having senders earn a “seal of approval” from a trusted source. Usually the sender is required to abide by a set of guidelines or best practices. The certification is then backed by some supporting scheme. The most common reputation system is Bonded Sender. Silverpop customers can participate in Bonded Sender at direct vendor-discounted rates, and Silverpop can even assist customers with the application process.
Many experts believe that a combination of authentication and reputation systems will solve the problem of spam once and for all. As an active member of all major industry associations, Silverpop continues to be at the forefront of authentication and reputation system development, and works hard at keeping our customers up-to-date on the latest trends.
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