{"id":27445,"date":"2024-04-16T11:54:21","date_gmt":"2024-04-16T09:54:21","guid":{"rendered":"https:\/\/sii.pl\/blog\/?p=27445"},"modified":"2024-04-16T11:56:46","modified_gmt":"2024-04-16T09:56:46","slug":"the-path-to-millions-of-inboxes","status":"publish","type":"post","link":"https:\/\/sii.pl\/blog\/en\/the-path-to-millions-of-inboxes\/","title":{"rendered":"The path to millions of inboxes"},"content":{"rendered":"\n

Despite its nearly 50-year history, email has consistently kept pace with societal and entrepreneurial developments. In the era of digital transformation, an email message takes on various forms, such as a personalized newsletter, a transactional receipt, or even a legally binding document.<\/p>\n\n\n\n

In this article, I delve into the topic of email marketing<\/strong>, focusing on the Salesforce Marketing Cloud Engagement (SFMC)<\/strong> platform. You’ll discover what influences the likelihood of reaching an email recipient’s inbox and learn about the factors that disqualify senders and classify messages as spam.<\/p>\n\n\n\n

\"Spam<\/a>
Fig. 1 Spam filters on the path to inboxes<\/figcaption><\/figure>\n\n\n\n

Email marketing platform<\/strong><\/h2>\n\n\n\n

When addressing email to tens or hundreds of thousands of recipients, the sender cannot rely on a regular Outlook or Gmail account. Even corporate packages offered by Google have limitations that prevent mass mailings.<\/p>\n\n\n\n

For large-scale email distribution, specialized mail services (such as Amazon SES or Mailtrap) or platforms for creating, automating, and managing email campaigns\u2014known as Email Service Providers (ESPs)<\/strong>\u2014are essential. Within SFMC, the Email Studio<\/strong> application stands out as an advanced and feature-rich ESP solution that is available across all editions.<\/p>\n\n\n\n

\"Salesforce<\/a>
Fig. 2 Salesforce Marketing Cloud Engagement \u2013 a snapshot of an omnichannel customer journey<\/figcaption><\/figure>\n\n\n\n

The path to recipients<\/strong><\/h2>\n\n\n\n

Internet service providers (ISP), email account providers (MBP), and organizations that monitor and filter spam are gradually tightening privacy protection rules and requirements for mass senders (e.g., Apple in 2022, Google and Yahoo! in February 2024). Both providers and users of mailing platforms must adapt to remain credible<\/strong> according to sender evaluation criteria and avoid being classified as spammers.<\/p>\n\n\n\n

A mass sender’s reputation is an essential indicator of credibility and trustworthiness.<\/strong> The ability to deliver messages from the sender to the recipient’s inbox is known as deliverability<\/strong>. While successfully delivering an email\u2014such as one promoting a band’s concert tour\u2014does not guarantee success, it serves as the initial step toward engaging<\/strong> a loyal fan who might click the link to purchase tickets. Deliverability directly impacts conversion<\/strong> rates, determining an email campaign’s return on investment.<\/p>\n\n\n\n

Sender reputation<\/strong><\/h2>\n\n\n\n

The sender’s reputation primarily stems from the credible source of the message. When utilizing the Salesforce ESP infrastructure, we can be confident that the provider’s servers (Mail Transfer Agent MTA)<\/strong> are trustworthy. Properly configuring the sender’s account ensures essential authentication<\/strong> with ISPs and recipients’ mail servers. However, that alone is not enough\u2026<\/p>\n\n\n\n

A meticulously planned communication strategy is essential to:<\/p>\n\n\n\n