Introduction

Emails are an essential communication tool, but sometimes our messages don't reach the recipients' inbox. email sono uno strumento di comunicazione essenziale, ma a volte può capitare che le nostre comunicazioni non raggiungano la casella di posta in arrivo dei destinatari.

Why? Often, the cause is an incorrect configuration of the DNS (Domain Name System) or an improper setup of the content within our emails or newsletters.

In this article, you will discover what DNS are and how adding records can improve the deliverability of your communications. You will also find some tips on how to prevent your emails from going to "spam".

I DNS: what are they and how to add them

Click the boxes below to expand them and read the explanations:

How to add DNS records: 

Adding DNS records is an advanced feature, so you may need to contact your developer, the person or team that manages your website and email address. To add the records, you need to have access to the DNS panel. Authentication can only be added to domains that you or your company own and control.

Step 1: Request DNS records to Artshell team

Request the specific values for each DNS record from the Artshell Support Team, specifying the domain of your email address.

You can contact the Support Team via the Submit a request form or by writing to support@artshell.eu.

Step 2: Access your domain control panel

The domain control panel is typically provided by your domain registration service (e.g., Register.it, Aruba, GoDaddy). To access your domain control panel, you'll need a username and password. If you don't know how to access it, contact your IT department or the support of your domain service provider.

Step 3: Find the DNS section

Within the control panel, look for a section called "DNS", "DNS Management", or a similar name.

In this section, there should be an option to add new DNS records.

You will be asked for the following details for each record:

• • Record Type (e.g., TXT, MX, CNAME)
  • Host Name
  • Value
  • TTL (Time to Live)

Step 4: Add the DNS records

Once you have received the records, enter the Type, Name, and Value fields. For TTL, you can leave the default value. Make sure to copy the values accurately.

Step 5: Save the changes

Once all the records have been added, save the changes in the DNS control panel. The changes may take some time to propagate (usually from a few hours to a day).

Tips to keep your emails and newsletters from going to “Spam”

What does it mean when an email ends up in Spam?

A spam email is an email that email reading and receiving programs (email clients) proactively judge as unwanted or unsolicited by their users. For this reason, the email, considered as spam, will automatically end up in the "Spam" folder, also called "Junk Mail", or directly in the recipient's "Trash", without being read. Email receiving and reading programs can consider an email as spam for various reasons, from content issues to the sender's reputation.

Why is it useful to know what Spam is?

Ending up in a contact's spam box greatly prejudices your chances of communicating with that contact, as getting out of spam is indeed very difficult.

What to do to prevent the emails you send from ending up in your customers' Spam: 

Below are some general criteria regarding database construction, the design of your campaigns and newsletters, and the inclusion of content in such a way as to minimise the risk of your emails ending up in your clients' spam folders. In particular:

• How to manage your address book.
• What to avoid including in the email subject line.
• Checking your email address and content.
• Other good habits and practices for building emails and newsletters.

Regarding your address book, we recommend that you:

• build your contact database with care, trying to populate it with still-active addresses of real people;
• ensure, by following GDPR regulations, that all your contacts and clients have chosen to receive your emails;
• always keep your mailing list updated, constantly removing email addresses that are no longer active or that have stopped receiving/reading your communications (bounced);
• collect personal email addresses rather than general ones, in the case of some organisations, especially large companies, filters may have been set up to prevent newsletters from reaching their employees' inboxes.

Regarding the email subject line, it would be best to avoid:

     phrases written entirely in uppercase;

     phrases indicating offers, such as: "Save 50%" or "Offer";

     phrases indicating urgency, such as: "Order now" or "Limited time";

     phrases inviting you to place an order or spend money, such as: "Request a quote";

     currency symbols or sums of money expressed in numbers;

     an excessive amount of punctuation (e.g., too many exclamation points);

     overused expressions such as "you won't believe your eyes" or "the secret no one knows".

We also advise you to check your email address and the content of your emails:

• make sure you send your emails from a clear and visible address, connected to a working and reliable mailbox;
• avoid sending emails containing only images or only links. Instead, include the right amount of text, interspersed with some links and some multimedia content;
• use tested and working links, always inserting them with their full URL, never in short or abbreviated format, which usually conceal potential dangers.

In this regard, we advise you to adopt the following good habits:

• design your emails and newsletter campaigns clearly and balanced, without straying too far from the content that the recipient already associates with your business or your name and the rest of your communication (website and social networks);
• try to engage and not bore your contact or client;
• do not include content that may be considered inappropriate for your audience;
• try to adjust the frequency of your communications to your goal, avoiding excesses.