How to Get Email Authentication Right — Tips from Pipitone

Apr 7, 2024 | Guest Author, Marketing Excellence

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By Greg Forysythe, Senior Digital Strategist, Pipitone

Greg has been a leader in the marketing field for over 20 years working with numerous Fortune 100 clients. He has authored key research articles on marketing performance, has been featured in industry magazines and books about strategy and insights, and can be seen on numerous podcasts about influencer marketing & automation. Greg develops robust marketing strategies, deep data analysis, and campaign insights for Pipitone’s clients.

 

Let’s face it, email marketing is a beast in the business world—it’s everything from connecting with your audience to boosting engagement and firing up those oh-so-sweet conversions.

 

But it’s not just about crafting those killer messages and hitting ‘send.’ There’s a whole bunch of behind-the-scenes tech-fu ensuring your emails land right where they’re supposed to and not in the dreaded spam folder.

 

One of our superheroes is email authentication, swooping in to verify your domain and kick spoofing to the curb. In 2024, the big dogs in email (we’re looking at you, Google and Yahoo) have decided to lock things down. They’re making email validation mandatory for all the bulk senders out there. But don’t break a sweat, we got you! Pipitone can help you ride this wave and ace your email verification game.

 

The Lowdown on Email Validation: Make Your Inbox Game Strong

Imagine email authentication as a security checkpoint, ensuring that only legitimate emails are allowed entry. It’s like having a combination lock on a safe, with three essential components: SPF (Sender Policy Framework), DKIM (DomainKeys Identified Mail), and DMARC (Domain-based Message Authentication, Reporting, and Conformance). Understanding these components is key to building a rock-solid sending reputation and ensuring your emails reach inboxes securely.

 

The 2024 Email Authentication Showdown: No Confirmation, No Party

Starting Feb. 1, 2024, Google and Yahoo are getting serious. No email confirmation, no bulk sending. Any unconfirmed emails will face the cold shoulder—blocked or banished to the spam folders—all in the name of knocking out spam, phishing and domain hijacking. So, if you’re in the email marketing game, it’s time to gear up and embrace these changes to keep your emails hitting the target.

 

Mastering Email Verification: HubSpot’s Got Your Six

The good news? HubSpot has the tools to help you enhance your email authentication like a pro. Here’s your battle plan:

 

  1. Make Your Domain Official: Hook up your email sending domain with HubSpot. Jazz up your DNS records with SPF, DKIM, and DMARC configurations. HubSpot will guide you through the action, double-checking that your DNS records are on point.
  2. Set Up Your DKIM, SPF, and DMARC Records: Follow HubSpot’s playbook to set up your DNS records right. These records are your key to authenticating your emails and guarding your domain against the bad guys.
  3. Keep an Eye on Your DNS Records: Once your DNS records are all set, keep them under your radar. Regular checks in HubSpot will ensure they’re verified and working hard for you. Any issues? Solve them pronto to keep your email reputation shining.
  4. Make Unsubscribing a Breeze: No one likes a clingy marketer. Make it easy for recipients to say ‘no thanks’ to your emails through one-click unsubscribe, instead of forcing subscribers to go to a website and check multiple options. HubSpot’s got the tools to slip unsubscribe links into your emails, keeping you on the right side of the new rules.
  5. Keep Spam Complaints to a Minimum: Shoot for spam complaint rates below 0.1% to keep your email delivery game strong. Regularly checking your rates will keep you in the know, ready to tackle any snags.

Let Pipitone Secure Your Email Marketing Future!

You don’t have to navigate these changes alone. As a HubSpot Platinum Partner, Pipitone can help you take control and protect your email marketing efforts in the face of these new requirements. Our expert team is well-versed in managing email authentication and can help you set up and verify your DNS records in platforms like HubSpot, Mailchimp, Constant Contact, and Brevo, ensuring optimal deliverability.

 

Ready to make sure your emails continue to hit the mark? Contact us today and let’s safeguard your email marketing together!

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