MYTH #5: Authenticating with SPF and DKIM will give me achieve high deliverability rates.
WHY THIS IS FANTASY: Authentication has no explicit deliverability benefits. Email authentication rather ensures a valid identity to help prevent your domain from being phished and spoofed. Email receivers do not and will not place your emails in the inbox just because you are authenticating. They can however assign an underlying reputation to your authentication records, much like how you have a driving record associated with your driver’s license.
THE PLAIN TRUTH: There are some implicit benefits of authenticating though. Some webmail providers, like Hotmail and Yahoo, will add a trusted sender icon next to authenticated emails which can bolster subscriber trust in your emails, which should cause them to open the email over just deleting without opening. We also did some analysis on complaint rates for authenticated vs. non-authenticated domains and found a 2% increase in complaint rates for failed and non-authenticated domains. Obviously, subscriber perception and trust is very important when it comes to authenticating. In addition to that, Yahoo requires you sign your emails with DKIM in order to receive feedback loop complaints. And as you know, receiving and processing complaints is a best practice in aiding to lower your complaint rates.
What do you think? Did we debunk this myth?