Email Deliverability in Salesforce

Salesforce Email Deliverability

Introduction

Email deliverability, the ability to successfully deliver emails to subscribers’ inboxes, stands as a cornerstone of effective email marketing and communication. It directly impacts customer engagement and shapes sender reputation over time. This summary, drawing upon provided Salesforce documentation, outlines key factors influencing email deliverability and provides best practices for optimization.

Key Takeaways

Prioritizing a clean email list, sending relevant content, and establishing clear subscriber preferences are foundational for achieving high email deliverability.
Implementing robust email authentication protocols like SPF, DKIM, and DMARC is crucial for building a positive sender reputation and ensuring messages bypass spam filters.
Salesforce offers various email sending methods, each with considerations based on factors such as email volume, domain ownership, and the use of external email services like Gmail or Office 365.

Details

Email deliverability hinges on several interconnected elements:

Sender Reputation: A positive sender reputation, cultivated through consistent adherence to authentication protocols, significantly influences whether mailbox providers (MBPs) deliver emails to the inbox or relegate them to spam folders.
Authentication Protocols: Implementing SPF, DKIM, and DMARC helps establish the legitimacy of emails sent from the Salesforce platform, reducing the likelihood of being flagged as spam.
- SPF (Sender Policy Framework): Allows domain owners to specify authorized mail servers, making it harder for spammers to spoof their domain.
- DKIM (DomainKeys Identified Mail): Adds a digital signature to email headers, verifying the message’s integrity and origin.
- DMARC (Domain-based Message Authentication, Reporting, and Conformance): Operates on top of SPF and DKIM, providing a policy framework for how receiving servers should handle emails that fail authentication checks.
Dedicated IP Address: High-volume senders (exceeding 100,000 emails per month) benefit from using a dedicated IP address to manage their sending reputation more effectively.
Content Relevance and Personalization: Engaging and personalized email content tailored to subscriber preferences contributes to a positive sender reputation, leading to higher open and click-through rates and reducing the likelihood of spam complaints.

Salesforce offers various methods for sending emails:

Send through Gmail/Office 365: Leverages users’ existing Gmail or Office 365 accounts for sending emails within Salesforce, simplifying setup and potentially improving deliverability for those users.
Send through Salesforce: A versatile option suitable for various scenarios, including using Salesforce Classic, requiring bounce management, or not using Gmail/Office 365 with Lightning Experience.
Email Relay: Routes Salesforce-generated emails through a company’s own mail service, offering benefits such as centralized auditing, standardized content appending, and bounce management. However, it requires technical expertise for setup.

Domain ownership influences the recommended approach for email authentication and sending:

Company-Owned Domains: If a company owns the email address domain (e.g., @mycompany.com), disabling “Enable compliance with standard email security mechanisms” and “Enable Sender ID compliance” is recommended, along with adding Salesforce’s SPF record to their DNS and setting up DKIM for enhanced deliverability.
Non-Company-Owned Domains: For domains not owned by the company (e.g., @gmail.com), enabling “Enable compliance with standard email security mechanisms” while keeping “Enable Sender ID compliance” off is generally recommended.

Best Practices

Maintain a clean email list by regularly removing inactive or bounced email addresses and obtaining explicit consent from subscribers through opt-in mechanisms.
Personalize content, segment audiences, and use A/B testing to optimize email engagement and minimize the risk of spam complaints.
Provide a preference center for subscribers to manage their email frequency and type, fostering trust and engagement.
Prioritize security by enabling TLS encryption for all email transmissions and staying informed about supported cipher suites.
Regularly monitor email deliverability performance by analyzing KPIs such as click-through rates, bounce rates, and spam complaints. Utilize available tools and dashboards, including Google Postmaster Tools and Microsoft SNDS, to gain insights into deliverability issues and sender reputation.
When using email relay, implement comprehensive security measures such as TLS encryption, certificate verification, and DKIM signing to ensure secure email transmission through the relay server.

Note: The provided Salesforce documentation focuses primarily on technical aspects and best practices for email deliverability within the Salesforce ecosystem. Information regarding legal compliance, such as adherence to regulations like GDPR or CAN-SPAM, is not covered in the provided excerpts. If you require guidance on legal compliance related to email marketing and data protection, consulting with a legal professional or referring to the relevant legislation is recommended.

Email Deliverability – In Depth

Email Deliverability
- Definition: The ability to deliver emails to subscribers’ inboxes.
- Importance: Influences customer engagement and sender reputation.
- Objectives:
  - Reaching the inbox.
  - Minimizing spam flags.
  - Reducing bounce rates.
  - Managing complaints effectively.
Factors Affecting Email Deliverability
- Reputation: Following authentication protocols is crucial for establishing a positive sender reputation.
- Authentication Protocols:
  - SPF (Sender Policy Framework): Designates authorized mail servers.
  - DKIM (DomainKeys Identified Mail): Adds a digital signature to verify email integrity.
  - DMARC (Domain-based Message Authentication, Reporting, and Conformance): Builds upon SPF and DKIM, setting policies for handling authentication failures.
- Dedicated IP Address: Necessary for high-volume senders (over 100,000 emails monthly).
- IP and Domain Reputation Management: A positive reputation increases deliverability success.
Testing and Monitoring Email Deliverability
- Tools:
  - Deliverability Insights: GlockApps, Sender Score, 250ok.
  - Email Preview: Litmus, Email on Acid.
  - Spam Filter Simulation: SpamAssassin, IsNotSpam.
- Methods:
  - MBP Feedback Loops (FBLs): Provide alerts on subscriber complaints about unwanted emails.
  - Seed Email Addresses: Monitor inbox placement and appearance across different mailbox providers.
  - Key Performance Indicators (KPIs): Click-through rates, bounce rates, spam complaints, sender score, inbox placement rates.
  - Mailbox Provider Dashboards: Google Postmaster Tools and Microsoft SNDS.
Best Practices for Improving Email Deliverability
- Maintain a clean email list:
  - Obtain subscriber consent through opt-in practices (single or double opt-in).
  - Regularly remove inactive or bounced email addresses.
  - Implement re-engagement campaigns for inactive subscribers.
- Deliver relevant and personalized content:
  - Create compelling subject lines and email content.
  - Use A/B testing to understand user preferences.
  - Segment audiences based on behavior.
  - Utilize AI for personalization.
- Establish a preference center:
  - Allow subscribers to choose email type and frequency.
- Avoid being excessive:
  - Use promotional language cautiously.
  - Balance text and images appropriately.
  - Include visible and accessible unsubscribe links.
  - Avoid sending excessively long or frequent messages.
Email Security Mechanisms
- TLS (Transaction Layer Security): Encrypts email content during transmission and verifies identities.
- SPF (Sender Policy Framework): Detects email spoofing.
- DKIM (DomainKeys Identified Mail): Verifies email authenticity.
- DMARC (Domain-based Message Authentication, Reporting, and Conformance): Builds upon SPF and DKIM to define policies for handling unauthenticated emails.

Using Email Deliverability Knowledge

Introduction

Email deliverability is a crucial aspect of email marketing, ensuring that emails reach the intended recipients’ inboxes. This outline provides key takeaways, details, and best practices to improve email deliverability.

Key Takeaways

Authentication is Key: Implement SPF, DKIM, and DMARC to verify sender identity and message integrity.
Maintain a Clean Email List: Regularly remove inactive or bounced email addresses to improve sender reputation.
Prioritize Subscriber Preferences: Allow subscribers to manage their email preferences and avoid excessive messaging.
Use Email Deliverability Tools: Leverage tools like GlockApps, Sender Score, 250ok, Litmus, Email on Acid, SpamAssassin, and IsNotSpam for testing and monitoring.
Analyze Key Performance Indicators (KPIs): Track metrics like click-through rates, bounce rates, spam complaints, sender score, and inbox placement rates to identify and address deliverability issues.

Email Authentication Protocols

SPF (Sender Policy Framework): Specifies authorized mail servers for a domain.
DKIM (DomainKeys Identified Mail): Adds a digital signature to verify message integrity.
DMARC (Domain-based Message Authentication, Reporting, and Conformance): Builds on SPF and DKIM, setting policies for handling authentication failures.

Email Deliverability Best Practices

Use double opt-in for subscriptions.
Segment audiences for targeted messaging.
Craft compelling subject lines and email content.
Provide clear unsubscribe links.
Use a dedicated IP address for high-volume sending.
Monitor feedback loops for subscriber complaints.
Use seed email addresses to test deliverability.

Best Practices

To optimize email deliverability, organizations should:

Implement all recommended authentication protocols (SPF, DKIM, DMARC).
Regularly monitor and manage email lists to ensure data accuracy and remove inactive subscribers.
Prioritize subscriber preferences and provide control over email frequency and content.
Use email deliverability tools to test and track email performance.
Continuously analyze KPIs to identify and address any deliverability problems.

By following these best practices, organizations can significantly improve their email deliverability, ensuring that their messages reach the intended recipients and contribute to the success of their email marketing campaigns.

Business Scenarios for DKIM, SPF, and DMARC

DKIM, SPF, and DMARC are applicable in virtually any business scenario where email is sent from the Salesforce platform. These email security protocols help ensure that emails sent from Salesforce are not marked as spam and are more likely to reach the recipient’s inbox.

Specifically, these settings are crucial for:

Organizations sending a large volume of emails: If sending over 100,000 emails per month, a dedicated IP address is recommended, and these protocols become essential for managing IP and domain reputation.
Businesses concerned about email spoofing and phishing: Implementing these protocols helps prevent unauthorized use of your domain, protecting your brand reputation and building trust with recipients.
Companies aiming to improve email deliverability and sender reputation: Authenticated emails are viewed as more trustworthy by ISPs, leading to better deliverability and higher engagement rates.
Organizations required to comply with email security regulations: Implementing these protocols can assist in maintaining compliance and securing email communication.

Importance of DKIM, SPF, and DMARC

DKIM (DomainKeys Identified Mail): Provides a digital signature to emails, allowing the receiving server to verify the message’s authenticity and integrity.
SPF (Sender Policy Framework): Verifies that the sending server is authorized to send emails on behalf of your domain, reducing spoofing risk.
DMARC (Domain-based Message Authentication, Reporting, and Conformance): Combines SPF and DKIM to create a policy framework for handling authentication failures, offering reporting mechanisms to identify potential issues.

Consequences of Not Implementing

Emails may be flagged as spam, decreasing deliverability.
Domain spoofing becomes easier, potentially harming brand reputation.
Reduced visibility in inboxes due to lower sender reputation.
Difficulties in complying with email security standards.

General Email Security Best Practices

Maintain a clean email list by removing inactive or bounced addresses.
Provide a preference center for subscribers to manage email frequency and content.
Avoid excessive promotional language and ensure messages are not too lengthy.
Use double opt-in for subscriptions to ensure list quality.
Consider email relay services for routing emails through your own servers.
Use strong encryption methods like TLS 1.2 (and later) for securing email transmission.
Provide users with the option to opt out of emails or adjust frequency.

Implementing DKIM, SPF, and DMARC, alongside these general email security best practices, is crucial for enhancing email deliverability, protecting your brand, and ensuring effective communication using the Salesforce platform.

Email Deliverability in Salesforce – In Depth