Email Applied: 5 Ways to Grow Your Email Marketing Revenues

3. Use authentication. This topic is more technical, but important in increasing the odds that your email is delivered to the primary inbox and not to a bulk folder. Essentially, authentication identifies you are who you say you are as an email sender. The systems in place were originally designed by various ESPs to address phishing and spoofing messages. Internet service providers (ISPs) and major B-to-B inbound email handling platforms use authentication to determine whether a sender is legitimate.