Email Deliverability Key Terms Flashcards
Learn key terms to know when it comes to inbox deliverability
Internet Service Providers (ISP)
An ISP is a provider of an email mailbox to an end user (that is, your subscriber). This can include companies that provide Internet connectivity like a cable company or a service that provides free web-based mailboxes such as Gmail or Outlook.com.
Internet Protocol (IP) Address
An IP address is a unique numeric identifier (for example: 136.147.131.11, one of the Marketing Cloud Engagement sending IP addresses) that every machine connected to the Internet (or network) has to distinguish your online activity from another machine. ISPs often look at an email server’s IP address when determining whether to accept the email.
Shared and Dedicated IPs
Shared IP addresses are shared with other organizations on an email server. Sending reputation in a shared IP pool is based on a blended reputation of all senders. A dedicated IP address is used by one organization to control its own sending reputation.
Domains and Subdomains
Domain names are friendly names that are associated with IP addresses and are used to identify the sender. You can also have a subdomain that relates to your domain.
A subdomain enhances security and consumer confidence since email.getcloudyconsulting.com can only be obtained by the domain owner of getcloudyconsulting.com. Alternatively, using something like getcloudy-email.com gives the appearance of a possibly spoofed domain and reduces consumer confidence, since anyone could obtain it.
Private Domains
Private domains (like cloud.getcloudyconsulting.com) can be purchased separately for use with email or for landing pages. Private domains don’t include link or image wrapping and aren’t compatible with DMARC authentication (more on that in the next unit).
Domain Name System (DNS)
DNS is a database that connects IP addresses with their corresponding domain names. You can delegate your domain to Salesforce to manage DNS on your behalf, or self-host directly through your provider.
Phishing
Phishing is impersonating a trustworthy source to criminally and fraudulently acquire sensitive information, such as usernames, passwords, and credit card details.
Spoofing
Spoofing is falsifying information in an email message; for example, using a fake “From” address.
Email Authentication
Email authentication is a process that confirms an email isn’t forged and is from the organization who owns the provided domain name. This process allows an ISP to block known spammers and approve email from reputable domains. This process varies by ISP, with some ISPs being stricter than others.
Sender Authentication Package (SAP)
An SAP is purchased from Salesforce and includes a collection of products, including an authenticated private domain with link and image wrapping, a dedicated IP address, and reply mail management (RMM).
Security Socket Layer (SSL)
SSL encrypts communications between networks, allowing sensitive information such as credit card numbers, Social Security numbers, and login credentials to be transmitted securely. While not related directly to email deliverability, SSL (HTTPS) links are considered best practice and are often required by large retailers and corporations. Not having SSL on landing pages and clickable URLs can negatively impact deliverability.
Sender policy framework (SPF)
a DNS-based email authentication feature that allows senders to publish a list of IP addresses that are used for sending.
DomainKeys identified mail (DKIM)
signs messages with a cryptographic signature that verifies the domain and prevents spoofing.
DMARC
a protocol that determines the authenticity of an email message.
Link and Image Wrapping (Proprietary to SF)
removes all references to our default Marketing Cloud Engagement address (exacttarget.com) in favor of your authenticated domain.
