How dotMailer delivers your emails
Suppression Lists
Firstly dotMailer sends your email through your suppression lists, which are individual to each account.
There is also the option to send through the Global Suppression List which is a database of all hard bounces and ISP complainers across all dotMailer user accounts.
Authentication
The ISPs then check the IPs sending the email for authentication, which is a means of validating that who you say you are, is really who you are.
Even better delivery can be achieved by having a custom from address.
Reputation
The next assessment your email faces on its journey is the sender reputation, which is the quality of the IP addresses that you are sending from.
Don't worry, however, as we spend every day monitoring our IP reputation and looking after this for clients.
dotMailer can provide warmed IP addresses for sending or send from pools of IPs made up of similar clients based on behaviour.
dotMailer automates and enforces best practice and constant cleaning of data through hard bounces, unsubscribes and feedback loops to maintain and improve your reputation and delivery.
Content Filtering
Once your email has passed the authentication and reputation checks, it is then moved into the recipient's junk folder where content filtering, i.e. the content and construction of your email, is applied to determine whether the email should be moved into the inbox.
The dotMailer Inbox Preview spam tool checks spam words and email structure and will give you a good idea whether your email will pass the content filtering before you send your email.
Accreditation
dotMailer clients can get direct inbox delivery with all images enabled by getting accredited with a 3rd party supplier such as Goodmail or Return Path Certified.
Goodmail and Return Path Certified monitor sending behaviour and once accredited, delivery can be enhanced into AOL, Yahoo and BT inboxes for a fee.