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Email marketing: Harnessing the trust factor

November 4, 2019

In recent weeks, we’ve been exploring the themes laid out in the first-ever Periodic Table of Email Optimization and Deliverability. After Permission, and inextricably tied to it, is the concept of trust.

Gaining permission from a recipient to send them email sets the stage for building trust. This includes both the trust of the recipient and the trust of their ISP, which ultimately controls which emails are delivered, which go into the spam folder and which are blocked entirely.

A number of technical measures, designed to verify the sender of an email, fall under the blanket of Authentication (Au) and represent the basic requirements that mass-senders must fulfill to gain the trust of inbox providers.

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