The biggest driver for email delivery is the increase in transparency since the Internet bubble burst in the millennium. This has removed a lot of the uncertainty associated with email marketing. Address spoofing didn’t exist back then, and spam undermined recipients’ trust in email marketing. In transparency, this means that the person on the other side agrees with the statements they make. The identity must now be verified throughout the entire delivery chain. Authentication systems used by ISPs were designed to authenticate an authorized sender and then transmit or block email.
Few authorization systems work invisibly, while others display a visible notification as a message. However, authentication has not solved the problem of phishing and spam, but the transparency it provides makes legitimate senders more visible. There used to be closed systems that are now open to email senders due to the introduction of transparency by reputable providers. The sender’s IP address can be found instantly, and some websites can show how a particular sender’s email pattern is reflected in the world.
Things are also easier for the email sender as they can check if their email has been delivered using email relay solutions that have delivery monitors built into their systems. Email users who follow best practices policies offered by email providers, ISPs, and trade groups have the highest email delivery rates. These policies include delivery scope, email opt-outs, subscription methods, address management, IP address integrity, and content activation. According to these policies, transparency also applies to the sender’s agenda. The sender registration process explains why the sender subscribes, the types of emails they will receive, and how the unsubscribe process works. Depending on the atmosphere of trust created by these policies, the ISP separates the emails that need to be sent, blocked, and filtered.
If messages are sent to major ISPs, the sender should monitor and investigate spam complaints, emails, and bounced emails more closely. Authorized email users who are willing to work within ISP requirements showed how simple content filters and restrictive server settings blocked requested emails that were both transactional and business messages.
In 2003, email recipients and senders came together to share their concerns and voice their grievances. From there, industry task forces emerged to address spam and scams. ISPs now also identify and trust emails sent by third-party authentication system clients, email certification agencies, and reputable vendors that guarantee the legitimacy of the email sender. Regular server switching filters now ensure that email is delivered to the right mailbox on demand. In both the delivery and sending of email, transparency has helped deal with the uncertainty and mystery that has prevented marketers from effectively using email and related marketing.
Now it’s very easy to step out of the dark and know if your email has been delivered or not with the help of transparency. If it is not delivered, the details of the notification message can be checked and the error can be corrected so that the message can be delivered in the future.