Why Your Marketing Emails Aren’t Reaching Inboxes and How DMARC Can Help

If a tree falls in the forest and no one hears it, does it make a sound? Probably. But does the answer to this question even matter? 

If your marketing email goes out and no one reads it, does it have an effect? Probably not in the way you’d like – and perhaps so, in ways you absolutely do not want. 

As many as 16 percent of marketing emails fail to reach their targets. Often, they’re trapped by spam filters. Their recipients may never see them, which means you’ve wasted the time it took to write and send them and lost an opportunity to convert a prospect or boost sales with an existing customer.  

And that’s the best-case scenario. Email deliverability issues can cause many more problems, as you’ll see in this blog. 

An insanely effective marketing tool 

Content marketers love emails. Nearly two-thirds of small businesses send them to customers, according to Campaign Monitor. Email newsletters are the most-used form of content marketing for 81% (Content Marketing Institute). 

These inbox gems are popular for at least one very good reason: marketing emails are said to generate as much as $40 in revenue, on average, for every dollar spent creating and sending them (Omnisend). No other form of marketing comes close to this ROI.  

And more people are reading these emails than ever: email engagement surged in 2022-2023 for 77 percent of respondents to a HubSpot marketing survey.  

However, with the increasing number of emails being sent, email providers are tightening their filters and getting stricter about what lands in inboxes. This makes it harder for your important messages to reach your audience.

The damage to your brand 

Email deliverability issues can hurt your organization in a number of ways. Lost marketing emails are expensive. Email deliverability problems cost U.S. companies $164 million per day and more than $59 billion annually. 

But there are less tangible harms, as well. You lose not only the chance to influence prospects to become buying customers, but also an opportunity to re-engage and retain customers.  

And there’s more: seeing your brand in the spam folder can harm your brand’s reputation with those same targets. 

53% of respondents to a Mailgun survey said that repeatedly seeing a company’s emails in their spam or junk folder can cause them to lose trust in the brand; another 10% said they would unsubscribe from these emails.  

The more who do so, the harder it may be for your emails to reach your targets. This leads to a decrease in your domain reputation and the spam folder can become like a circling drain, sucking more and more emails away from inboxes so that fewer and fewer ever get seen.  

Domain reputation 

In addition to brand reputation, a low email deliverability level also harms domain reputation, causing emails to land in spam folders or be blocked entirely. This further undermines the sender’s legitimacy, jeopardizing customer trust. Without proper email authentication, your marketing campaigns risk dying on the vine, leaving your domain’s reputation compromised while your teams struggle to understand what went wrong. 

Organizations often lack insight into the success of large email campaigns, unsure if failures stem from inadequate SPF, DKIM, or DMARC configurations, leaving them guessing about their email success rates. 

Fortunately, there is a fix: DMARC Manager. 

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Reach Inboxes, Not Spam Folders with DMARC 

DMARC (Domain-based Message Authentication, Reporting, and Conformance) is an email authentication protocol that verifies the legitimacy of emails by using SPF and DKIM checks. This ensures two-way protection: 

• The sending domain can be confident that its emails will reach the recipient’s inbox. 
• The receiving email server can verify that the emails are genuinely sent from an authorized domain. 

Hornetsecurity’s DMARC Manager improves email authentication, deliverability, and control. Using it lets you monitor and secure all emails sent under your organization’s domain, so they’ll reach your intended recipients – not their spam folder. 

Benefits include:

Improved email deliverability 

DMARC Manager ensures compliance with email authentication standards, increasing the chances that your bulk emails reach the inboxes you want to reach.  

Protected brand reputation 

By preventing unauthorized use of your domain, DMARC Manager safeguards your domain from being used for phishing attacks, spoofing and fraud, significantly enhancing your brand’s trustworthiness.  

Gain valuable insights 

The tool provides detailed reports on email delivery and authentication status, helping identify legitimate campaigns and telling you when bad actors might be spoofing under your domain. This valuable data can help you adapt and refine your email marketing strategy.  

Centralized management 

Multiple domains? No problem. DMARC Manager makes it easier to manage multiple domains and configurations, improving your email authentication. Your brand’s email reputation will thank you.   

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CONCLUSION: The smart way to email 

In today’s threat landscape, not using DMARC isn’t an option. Hornetsecurity’s DMARC Manager gives you complete DMARC control, from ensuring authentication compliance to enhancing inbox delivery of your important marketing emails.  

Increase prospect conversion, customer engagement, and trust in your brand with the most comprehensive DMARC tool available today.