Email Deliverability and Sender Domain

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Level 2

Email Deliverability and Sender Domain

I am looking for advice on how to better understand why our email open rates are so low (sitting at roughly 10%) as well as learn if I can use the same sender domain if our company just got acquired and net new employees wouldn't have the same email scheme as the previous domain. Do you think this could be causing the issue for deliverability as well?

11 REPLIES 11
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Level 10 - Champion Alumni

Re: Email Deliverability and Sender Domain

how are you setting up your emails now?


Are all the technical pieces in place? (DKIM, SPF, etc...)

Using shared IP?

is your list Opt In or US Opt Out?

Highlighted
Level 2

Re: Email Deliverability and Sender Domain

Hi Josh Hill thanks for responding. It says the SPF and DKIM are verified in Marketo. We are using a shared IP address but our lists are predominantly opt-in and even emails to our current customer base are low in open rates. I have tried testing text emails and html with graphics but It still is suspiciously low in engagement.

I have suspected something was going on but became apparent when inviting customers to our user conference and receiving feedback that they did not receive an invitation or they didn't see it because it was in their spam/junk folders.

Highlighted
Level 10 - Community Moderator

Re: Email Deliverability and Sender Domain

  • tell us your real domain
  • show us the headers of a received email (Show Original Message in Gmail, Show Headers in Outlook, etc.)
Highlighted
Level 2

Re: Email Deliverability and Sender Domain

Sanford Whiteman

here is the header on Outlook

Received: from BN6PR06MB3281.namprd06.prod.outlook.com (2603:10b6:404:10a::18)

by BN6PR06MB3281.namprd06.prod.outlook.com with HTTPS via

BN6PR13CA0008.NAMPRD13.PROD.OUTLOOK.COM; Tue, 17 Jul 2018 13:00:17 +0000

Received: from CY4PR0601CA0068.namprd06.prod.outlook.com

(2603:10b6:910:89::45) by BN6PR06MB3281.namprd06.prod.outlook.com

(2603:10b6:405:46::25) with Microsoft SMTP Server (version=TLS1_2,

cipher=TLS_ECDHE_RSA_WITH_AES_256_GCM_SHA384) id 15.20.952.18; Tue, 17 Jul

2018 13:00:16 +0000

Received: from CO1NAM04FT044.eop-NAM04.prod.protection.outlook.com

(2a01:111:f400:7e4d::204) by CY4PR0601CA0068.outlook.office365.com

(2603:10b6:910:89::45) with Microsoft SMTP Server (version=TLS1_2,

cipher=TLS_ECDHE_RSA_WITH_AES_256_CBC_SHA384) id 15.20.973.16 via Frontend

Transport; Tue, 17 Jul 2018 13:00:16 +0000

Authentication-Results: spf=pass (sender IP is 199.15.215.81)

smtp.mailfrom=em-sj-77.mktomail.com; wolterskluwer.com; dkim=pass (signature

was verified) header.d=tagetik.com;wolterskluwer.com; dmarc=bestguesspass

action=none header.from=tagetik.com;

Received-SPF: Pass (protection.outlook.com: domain of em-sj-77.mktomail.com

designates 199.15.215.81 as permitted sender)

receiver=protection.outlook.com; client-ip=199.15.215.81;

helo=em-sj-81.mktomail.com;

Received: from em-sj-81.mktomail.com (199.15.215.81) by

CO1NAM04FT044.mail.protection.outlook.com (10.152.91.95) with Microsoft SMTP

Server (version=TLS1_2, cipher=TLS_ECDHE_RSA_WITH_AES_256_CBC_SHA384_P384) id

15.20.952.17 via Frontend Transport; Tue, 17 Jul 2018 13:00:16 +0000

Return-Path: 037-BRJ-608.0.37127.0.0.19326.9.5461560@em-sj-77.mktomail.com

X-MSFBL: ZGF2aWQubmVncm9uQHdvbHRlcnNrbHV3ZXIuY29tQGR2cC0xOTktMTUtMjE1LTgx

QGJnLXNqLTAxQDAzNy1CUkotNjA4OjE3Mjg2OjEzMjYzOjI3NjM2OjA6MTkzMjY6

OTozNzEyNzo1NDYxNTYw

Received: from [10.0.87.249] ([10.0.87.249:39341] helo=sjmas03.marketo.org)

by sjmta08.marketo.org (envelope-from <marketing@tagetik.com>)

(ecelerity 3.6.8.47404 r(Core:3.6.8.0)) with ESMTP

id 61/20-15243-E58ED4B5; Tue, 17 Jul 2018 08:00:14 -0500

DKIM-Signature: v=1; a=rsa-sha256; q=dns/txt; c=relaxed/relaxed; t=1531832414;

s=m1; d=tagetik.com; i=@tagetik.com;

h=Date:From:To:Subject:MIME-Version:Content-Type;

bh=rq5Ad18NOdCVbZr/snoqKZS1PIZVuoGYlA6QYGeCNSE=;

b=bgDQY/OyzT1ptqEudLomjAVSvgAAVM5uoRKoEAbrfgLrNTif3s7Ud5GSXpvAmbuo

lqQOg/dTTDMGl/iZNaeBnGFWcA4mw4CjUyRctl2zpOmFvK58NfavFfvTqciiqS2hBs2

6/7r/0jpN8KUoTRA0ackMKVJ4iaXQfvSTvd7PYOM=

DKIM-Signature: v=1; a=rsa-sha256; q=dns/txt; c=relaxed/relaxed; t=1531832414;

s=m1; d=mktomail.com; i=@mktomail.com;

h=Date:From:To:Subject:MIME-Version:Content-Type;

bh=rq5Ad18NOdCVbZr/snoqKZS1PIZVuoGYlA6QYGeCNSE=;

b=RqBWZrZR/m+rXEg+uh0bhYMs9qotGTu+FW7yMLIhSCAWu+jB7/3Evfds2jSnNYny

cMPBuqedrVtvsFZTig+sHIE/HdNdsaksR/zH0M3rgA9L7m4876jugVepX/STB2SEH31

qSsF/oU6SZiI4h7WkhkHtOKii7eiFEPMHf3DEAP0=

Date: Tue, 17 Jul 2018 08:00:14 -0500 (CDT)

From: CCH Tagetik <marketing@tagetik.com>

Reply-To: <marketing@tagetik.com>

To: david.negron@wolterskluwer.com

Message-ID: <1380871960.-521882742.1531832414028.JavaMail.root@sjmas03.marketo.org>

Subject: How Medline streamlined their consolidation process

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Highlighted
Level 10 - Community Moderator

Re: Email Deliverability and Sender Domain

SPF for the domain tagetik.com is broken as it exceeds the max # of DNS lookups.  However, since you aren't using a branded sender domain with Marketo, the SPF record is irrelevant (it is, however, relevant for your corporate person-to-person email, so it should be fixed ASAP). See the posts at https://blog.teknkl.com/tag/spf for more detail.

More important, the nameserver configuration for tagetik.com as a whole is broken. You have non-authoritative nameservers (at Amazon Route53) listed alongside your actual nameservers. And you have other stealth nameservers lurking in your DNS replies. This will cause all manner of hard-to-find failures.  Fix all this, then test again.

Highlighted
Level 2

Re: Email Deliverability and Sender Domain

Sanford Whiteman​ Thanks for the feedback. IS this something I should address to our IT team to have looked at?

Highlighted
Level 10 - Community Moderator

Re: Email Deliverability and Sender Domain

IS this something I should address to our IT team to have looked at?

Absolutely. It's all on them to fix.

Highlighted

Re: Email Deliverability and Sender Domain

Email Open Rates can be tied to a myriad of things...

- Subject lines

- Preheader text

- Syntax for both (both should be in sentence case, and no more than 3 punctuation marks)

- Inboxing rate (are your emails going to spam? Or are they ending up in inboxes?)

- Device neutrality (are your emails responsive for all devices and email clients?)

- Message envelope - the friendly-from and reply-to addresses

If all of the technical pieces are in place, and you know that your emails are getting in front of eyeballs, then the issue is that people just aren't wanting to open your emails 😕  The challenge becomes getting more people to want to open your emails, and that is a huge ball of wax on its own.

Now if it's Deliverability you're having an issue with (because you're seeing high Bounce rates) then I'd look more into the source of the bounces.  Are they coming from a particular domain?  Are your messages for larger audiences getting higher bounce rates than your smaller audiences?

For the domain, you'll need to switch over to the new domain for the new parent company as soon as your website is switched.  CAN-SPAM rules apply there.  But in the meantime, I highly recommend that you make the "from" name for your emails "Company Y, now a part of Company X" so that people get used to the new name.

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Re: Email Deliverability and Sender Domain

It should also be pointed out that even if Marketo is receiving a "delivered" ping back from the recipient's email server, that doesn't mean the email was sent to the user's inbox.  It very likely could be sent to some sort of quarantine area and the recipient will not receive it.  This is common if companies block all emails from mass email platforms like Marketo.