1. The Role of Custom DNS Settings in Maximising Email Deliverability

The single biggest challenge for email marketers is to ensure that emails are delivered to inboxes rather than being caught by spam filters or ending up in junk folders. Even a very modest improvement in your delivery rate can yield substantial increases in response rates and revenue.

Today, almost all abusive or spam email messages are sent using fake sender addresses. Email spammers work hard to trick ISPs by making their emails appear legitimate. In an attempt to bypass filters, spammers will often forge domain names or IP addresses to conceal the origin of the email.

As a result of increased effort on the part of spammers, ISPs have improved their processes for identifying and blocking unsolicited emails. Any inconsistency between the sending Domain Name and the sending IP Address will result in the email being classified as unsolicited – it could be blocked before reaching the inbox. DNS Settings and SPF Records play a large part in establishing and validating identity on the internet. They help ISPs to verify that your domain name and IP Address are consistent and ultimately, that your email is legitimate.

This section outlines what you need to do in order to create your custom DNS Settings and SPF Records to make sure that your email delivery is maximised.


Next: What is DNS?

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